2013 Winners & Shortlists

MAN TALK CHALLENGE WITH CAPTAIN REDA

BrandAHRAM BEVERAGES COMPANY
Product/ServiceBIRELL
EntrantJWT CAIRO, EGYPT
Entrant Company JWT CAIRO, EGYPT
Advertising Agency JWT CAIRO, EGYPT

The Campaign

Birell have always challenged an individual’s manhood through it's provocative advertising, the problem is that the brand is aging, the target loves the ads but not much the drink, main consumption is coming from 40+ age group and consumed for a functional reason. The idea was to challenge their manhood through various challenges that requires them to consume the product and acquire the taste.

Success of the Campaign

1- Sales volume in oriental cafés increased by 20% 2- 80,000 exposed to the activation 3- 16,000 participated 4- Appealing taste attribute of Birell's among our target + 10.18%

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

After research we found that the best brand advocator would be "Captain Reda"; she is the 10 times world female arm wrestling champion, we created a buzz around the character by introducing her through online film & radio invitations, directing our target to the challenge dates and locations.

Credits

Name Company Role
Rasha Georgy Jwt Cairo Business Director
Aref Fakhrouy Jwt Cairo Account Manager
Mohamed Hammady Jwt Cairo Creative Director
Tameem Youness Jwt Cairo Creative Director
Amr Hadad Jwt Cairo Art Director
Mohamed Bary Jwt Cairo Copywriter
Mahmoud Elhoussieny Jwt Cairo Art Director
Heidi Kirolos Ahram Beverages Company Senior Brand Manager
Sherif Moussa Ahram Beverages Company Channel Manager
Mohamed Galal Jwt Cairo Senior Activation Manager