2013 Winners & Shortlists

The Brief

Egypt is a big country, however most of its urban life is congested in Cairo. Orascom’s El-Gouna Red Sea resort is one of Egypt’s top seasonal vacation destinations. With the rise of the emerging need form people to escape Cairo post Egyptian Revolution, there was an opportunity to reposition Elgouna from a vacation destination to a habitat. But People didn’t know Elgouna is a fully sustained City. And we needed to let them know.

Creative Execution

For people to consider moving to a new city, they need to know that they could find a home, a job, and all their needed facilities. So we looked at vacationers as potential movers, and gave them an inspiring game that would not interrupt their regular vacation routine, which usually does include skimming through in-room leaflets. But give them a lighthearted eye opener that makes them see Elgouna in a new light as they go ahead with their trip.

Describe the creative solution to the brief/objective.

We created an interactive sticker leaflet and placed in hotel rooms within the high season of Easter for usual vacationers / potential movers. You use iconic (occupations and facilities stickers), to create potential relationships and complete a family tree. By changing your choice of the sticker the order of events change, manifesting the many possibilities Elgouna has to offer as a habitat. So a doctor will choose to meet a nurse and will possibly choose to meet her in a library, unlike a dancer’s choice. For Inspiration the family tree started with a true story of couple that live there.

Results

The direct response was a total shift in attitude from regular consumers calling onto the sales offices, from asking about summerhouses to asking about real stories of individuals that actually live in El-Gouna, and wanting to know more about all the nearby facilities and potential business and occupation possibilities. At this season a 5% percent increase of sales of small units (for younger people) occurred. The recall on the campaign was high and got people talking about it, cause even the following high season of Eid el Ad7a, people were calling the sales centers mentioning the campaign.