2013 Winners & Shortlists

The Campaign

Demonstrating manhood is not necessarily a 30" affair. It needs time. Especially in Egypt, where manhood is taken with great pride. Egyptian men will go a long way to prove that they're the most manly. Branded content (although still new to the market) was the perfect vehicle to nail our concept. Designing a few fictitious competition (Liver sandwiches /Arm wrestling/Spicy) got the trick done...

Results

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. Man -up has always been Birell's shout to make men get over that taste. But this time a woman shouts at your face Man up. There is nothing more challenging to an Egyptian man than having his masculinity questioned by a woman. Captain Reda represents the ‘woman’ with physical strength and power which is the perfect test for any man on the streets of Egypt. Online film & Radio invitations drove people to Birell's facebook page to know where Reda will be heading next. Oriental café represent 17% from total market volume , Oriental café is the second contributor channel for Birell volumes by 24%, plus it is where our primary target audience spends most of their time.

The results were outstanding and the engagement level was awesome. Sales volume increased during the activation by 20%. 80,000 people saw the activation and 16,000 participated. Most of all, the likability of Birell's taste among our target increased by 10.18% Engagement level was so high that they forced us to prolong the activation and the time Reda spends in each oriental cafe.

Sales volume in oriental cafes + 20% 80,000 exposed to the activation 16,000 participated Appealing taste attribute of Birell's among our target + 10.18%