2013 Winners & Shortlists

MAXIBON'S BIG BITE

BrandNESTLÉ EGYPT
Product/ServiceMAXIBON
EntrantJWT CAIRO, EGYPT
CategoryBEST LAUNCH OR RE-LAUNCH
Entrant Company JWT CAIRO, EGYPT
Advertising Agency JWT CAIRO, EGYPT

The Campaign

Maxibon, a new product innovation from Nestle Ice cream that gives the maximum refreshing hunger-fill, has launched in Egypt this Ramadan 2012. Launching the oversized product & targeting it towards teens who are hungry for life & are willing to do anything to prove that they’re old enough was definitely a challenge. Hence, we positioned the Maxibon eaters as those who can bite the maximum out of fun and played on the Bite by the magnifying its role in the drama.

The Brief

Goal: Introduce Maxibon, a new product innovation from Nestle that gives the “maximum refreshing hunger-fill” in Ramadan. Objectives: - Primary: contine to drive the business in Ramadan by changing consumers’ habits to consuming ice cream in Ramadan. - Secondary: introduce and establish Maxibon as a new unconventional brand that challenges existing snacks & desserts. Target: Teens in Egypt are constantly oppressed by their parents and adults telling them what and what not to do due to their age, while the teens think that they’re old enough to overtake new unconventional experiences and they would overcome any challenge to prove that.

Results

As soon as the campaign launched, sales were on the rise. During the 1st 10 days of launch, Maxibon sold for 10 Million Egyptian Pounds, achieving 54% of targeted sales for 2 months (18.5Mio). Inspite of Maxibon being out of stock, the target was overachieved by closing off August at 21.3 Mio. This dramatic increase helped in solidifying the habit of consuming icecream in Ramadan. The campaign became pop culture and drove massive amounts of interaction and growth of the brand’s fan base. In less than a month: • The TVCs were rapidly circulating on facebook (shared 7,456 times). • Both copies received almost 1,000,000 views on youtube during the 1st week of launch. • Fans started tweeting posts about their Maxibon Big Bite addiction (total of 4,025 tweets were created). • Facebook polls were done asking people about the best campaign in Ramadan and Maxibon’s Big Bite ranked 1st.

Execution

Traditional media was essential to create massive hype and momentum, which were vital to bringing the idea to life. A TV campaign with a series of unconventional TV commercials tackled different situations where our Maxibon heroes are faced with an obstacle or a challenge that hinders their fun time and hence they need to overcome it to achieve the maximum fun. Besides the TV campaign, an on-ground activation took place during the month of Ramadan at key cafes that the target frequented in Ramadan. The activation held a competition where consumers competed on who would have the biggest Maxibon “Bite”. Consumers were invited to have a Maxibon and each person’s “Bite” would be measured in centimeters. Instant gifts were distributed (Maxibon cards & pictures with the product). Also, by the end of the activation the person with the biggest “Bite” was granted a gift (home theatre).

The Situation

Egypt is one the countries where icecream consumption is very low versus other countries in the world, also it's not top of mind for Egyptians. Over and above, the past few years we’ve been facing a major challenge as the holy month of Ramadan has been coming earlier in the year hitting our key summer season causing sales to drop due to Egyptians’ going back to eating traditional oriental desserts, which are considered nostalgic & irreplaceable. In light of the above, how could Maxibon break the norm and invade the traditional desserts and snacking territory in Ramadan?

The Strategy

Positioning Maxibon as a new unconventional brand targeting teens, the most influential age group who are open to new experiences.

Credits

Name Company Role
Tameem Youness JWT CAIRO Associate Creative Director
Mohamed Hammady JWT CAIRO Associate Creative Director
Amr Haddad JWT CAIRO Art Director
Mahmoud El Husseiny JWT CAIRO Art Director
Mohamed Bary JWT CAIRO Copywriter
Khaled Zaki JWT CAIRO Producer
Reem Megahed JWT CAIRO Producer
Mai Azmy JWT CAIRO Account Director
Nada Kamel JWT CAIRO Senior Account Manager
Ali Seif Elnasr JWT CAIRO Senior Account Executive