2013 Winners & Shortlists

The Brief

Lamia Gouda, a budding actress and comedienne, was jobless as thousands lost their jobs in the post-revolution recession. The competition for roles in films or television was fierce under these circumstances. To stand out from competition, Lamia had to try something different.

Describe how the promotion developed from concept to implementation

Cheesy Egyptians infomercials, and sleazy action films with femme-fatale leads, have a massive cult following, and are a great source of comedy. This inspired us to showcase Lamia’s skills in an infomercial that sold her as an incredibly versatile product! The viral invited viewers to visit her website Lamianeedsajob.com, download her CV, and learn more about her talents.Downloadable was also a mobile game titled 'Lamia goes to Hollywood' , where Lamia fights other stars for roles in films.Finally, we created the first Egyptian Emoticons, with expressions unique to Egyptians as told by Lamia, further displaying her acting versatility .

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

At first people thought it was a joke, but when they logged on to Lamia’s website, and went to appstore and found the mobile game exists, they appreciated her courage and wit. The viral become an overnight hit and was shared by thousands on Facebook. Lamia received over 20 job offers within 48 hours! she was featured in society blogs, radio, press and satellite television, and was interviewed on the Middle East's most viewed television program 'Alkahira Alyoum' hosted by Amr Adeeb, where she was interviewed for 20 minutes! that alone was an advert worth SEVERAL MILLION POUNDS!! (http://www.youtube.com/watch?v=0rFbVYxNTAw&list=FLjGYljg9jK-Q4VOFvaEb7iw&feature=mh_lolz) But most importantly, Media tycoon Tarek Nour made her the host of her own show titled "Noussa News" on Cairo's top comedy channel 'AlKahira Wa AlNas' during the peak season of Ramadan, and gave her the job she wanted ! ( http://www.youtube.com/playlist?list=PL58D39A5B028C0D91)

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

Usage of Facebook soared during and after the revolution, and people love to share a funny video. Selling Lamia as a product in this fashion got us laughs, and showed her insightful humor and acting skills to people in the entertainment business, as well as Egyptians at large.