2013 Winners & Shortlists


EntrantOMD Cairo, EGYPT
Entrant Company OMD Cairo, EGYPT
Media Agency OMD Cairo, EGYPT

The Campaign

Henkel: Persil and Win Context: Persil & Win promotion was launched to give consumers a chance to win washing machines through home visits and supermarket stopovers. Strategy: The strategy was built on the insight that 60% of Persil’s target audience was likely to be convinced with opinions on discussed products, and therefore Interactivity was key.

Success of the Campaign

Efficiency: • First choice and Brand on Hand for Persil as a brand increased to 45% against main competitor at 38%. • Most frequently used in the Past 3 Months for Persil as a brand increased to 71% against main competitor at 56%.

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

Implementation: • 25 TV copies showing different winners, campaign mechanics, and collective winners copies aired over the period of 9 weeks divided into 3 bursts. • 2 radio copies • A Ramadan calendar (Emsakeya) print insertion • A Facebook application was launched, participants answered questions to enter a draw for a washing machine.


Name Company Role
Aya Assaf Henkel Brand Manager
Dina Younan Henkel Assistant Brand Manager
Peter Bishay Omd Associate Director
Aya El Ghazzawy Omd Senior Planner
Lamice Zakaria Omd Junior Planner
Omar El Masry Henkel Marketing Director
Ali Khaled Henkel Brand Manager
Dina Younan Henkel Junior Brand Manager
Rania Hafez OMD Acting GM
Heba El Gably OMD Account Supervisor