2013 Winners & Shortlists

The Brief

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. It was important to identify and capitalize on Fayrouz’s brand attributes and utilize them, This paved the way for an activation to uplift the Fayrouz brand and leave our target with a memorable experience.

Describe how the promotion developed from concept to implementation

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. Furthermore, 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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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)

Explain why the method of promotion was most relevant to the product or service

Egypt in context is famously known for its hectic & crowded streets, therefore, by exploiting this notorious fact; Fayrouz. focused on leveraging its scent to the masses on the streets and used this context to promote the sensory resonance of the brand to maximize its revenue in today's marketplace.