2012 Winners & Shortlists

The Brief

The business objectives were to reinforce the strategic partnership between Pepsi & Vodafone, leveraging on both companies' resourcres and sale to form an unbeatable amount of winning incidents; and to revive the single serve returnable bottle segment by achieving 6% volume growth. The behavioral objective was to shock the nation with a really loud promotion, to achieve a spontaneous awareness level greater than 81%. The perceptual objecties are listed as an increase in points versus year-ago; 3 points top of mind; 2 points trail and consumption; 4 points aross all brand equity key positioning indicators.

Describe how the promotion developed from concept to implementation

Pepsi's brand proposition is about self expression and Vodafone's is about giving power to you. The commonility between both propositions is empowerment through self-expression. Egyptians have been expressing themselves more than ever post the revolution and since our premium/offering under each crown was 10 minutes worth of conversation; this inspired us to remind Egyptians about 'The Power of One Word'. A mass-promotion offering a premium that is acquired at purchase had to be communicated through mass-media and at points-of-purchase. Our social networks were also utilized, just like the promotion, it was simple, like our facebookgroup to win more minutes.

Describe the success of the promotion with both client and consumer including some quantifiable results

The promotion pushed the single serve returnable bottle segment by 6%. (As per the business objetive) It also scored 61,015,511 winning incidents in 2011 versus 50,407,603 in 2010. This is 21% higher than last year (assuming the population did not change) and 73.5% of the total population (assuming the population of Egypt is 83,000,000). Moreover it pushed spontaneous awareness to an all time high of 85%. (4 % higher than the behavioral objective) Finally, all perceptual objectives listed above were met.

Explain why the method of promotion was most relevant to the product or service

An FMCG product that targets the masses wanted to push volumes through a nation wide promotion. To motivate our consumers to participate in the promotion, logistics had to be simple by making it a sure-win promotion so that with every purchase the consumer engaged in a winning incident. All the consumer had to do to get the 10 minutes worth of expression was to send the code under the crown to a hotline number. With 1,117 TV spots and covering all points of purchase across the nation, we guranteed to shock the nation.