MAN TALK CHALLENGE WITH CAPTAIN REDA
Brand | AHRAM BEVERAGES COMPANY |
Product/Service | BIRELL |
Entrant | JWT CAIRO, EGYPT |
Category | USE OF SPECIAL EVENTS AND STUNT/LIVE ADVERTISING |
Entrant Company
|
JWT CAIRO, EGYPT
|
Advertising Agency
|
JWT CAIRO, EGYPT
|
Media Agency
|
JWT EXPERIENCE Cairo, EGYPT
|
Results and Effectiveness
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%
Creative Execution
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.
Insights, Strategy and the Idea
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.
Credits
Rasha Georgy |
JWT Cairo |
Business Director |
Aref Fakhoury |
JWT Cairo |
Account Manager |
Tameem Youness |
JWT Cairo |
Creative Director |
Mohamed Hammady |
JWT |
Creative Director |
Heidi Kirolos |
Ahram Beverages Company |
Senior Brand Manager |
Sherif Moussa |
Ahram Beverages Company |
Channel Manager |
Mohamed Galal |
JWT Experience |
Senior Activation Manager |