2013 Winners & Shortlists

Results and Effectiveness

Felucca Hyper Khan All TG BE TG All TG BE TG All TG BE TG Brand Linkage 4.73 4.77 4.66 4.45 4.94 4.94 4.54 Enjoyment 4.83 4.77 4.7 4.66 4.91 4.92 4.55 Invlovment 4.07 3.33 3.65 3.69 5.14 4.31 3.89 Awrness Index 9 7 10+ 5 Brand Appeal 4.72 4.72 4.6 4.62 4.75 4.82 4.36 Relveance 3.67 3.7 3.56 3.51 3.76 3.75 3.3 Creadbilty 4.82 4.91 4.76 4.77 4.93 4.88 4.41 Brand Diffrentiation 4.79 4.84 4.69 4.64 4.91 4.75 4.44 Unique Impression 3.97 3.98 3.94 3.94 3.97 3.98 3.97 Persuassion 84 71 87

Creative Execution

Activation Phase 1: TV Campaign “Doos Fel Karam, We Pepsi 7atedoos Ma3ak” Launching TV campaign with three 30” and 5” copies starring “Donia Samir Ghanem” followed by their cut down Hyper copy/Khan El Khaleely copy /Marakby copy Radio campaign Using Mega FM “El Mic Ma3ak” and “Saba7ak A7la Ma3 Pepsi” Print campaign using “ Al Akhbar”, “Flash” and “Kalam El Nas” Online activation on Face Book, send an sms or just press on the “Karam” button and Pepsi will be donating Outdoors campaign: Cairo 37 Billboard /Alexandria-10 Billboards to 3 Mega Bill Board /Governorates 10 Governorates On- Ground/ Trade 500 Trucks backs/100 Floors display/ stands/9 Gondolas /5 see through /4 Windows display Activation Phase 2: TV and Outdoor announcement the amount of donations On Ground at City Starts and Engagement taking place in Pepsi’s top 13 accounts (such as, Chilis) Activation Phase 3 TV and Print campaign starring “Donia Announcement

Insights, Strategy and the Idea

Sending an SMS to “6060”or clicking on Pepsi’s fan-page and Pepsi will be paying an equivalent amount, and the money donated to be sent to “Egyptian Food Bank” to feed the needy.