2013 Winners & Shortlists

Results and Effectiveness

Sales during Dec-Jan increased 50% vs last year Brand health tracker: - Appealing taste attributes; increased 2% - Innovative brand; increased by 2% (NB: CSD is an extremely competitive category, 2% increase reflects great response from target audience)

Creative Execution

Fayrouz created an exciting and meaningful on-ground dialogue between its ‘Aroma’ and consumers using the culturally well known ‘Mosquito Truck’- turning it into a smell-dispenser roaming the streets of Egypt.

Insights, Strategy and the Idea

The Fayrouz brand needed to spark their target group’s curiosity and differentiate the brand among competition. Therefore, the brand desired more interaction with its consumers and took the initiative to facilitate interactions & dialogue. The consumers felt that Fayrouz became very stagnant and wasn't doing anything new to communicate the brand or engage with the target. This paved the way for an activation to uplift the Fayrouz brand and leave our target with a memorable experience. In order to keep the brand alive, Fayrouz needed to invest in an appropriate medium. We created a differentiated promotion to instigate a memorable customer experience by capitalizing on the trend and strength of sensory marketing with a focus on the sense of smell. Amongst the competition, Fayrouz ‘scent’ or namely “Aroma” was the unique as well biggest carrier of the brand’s core intrinsic attribute VS any other competitor.