2014 Winners & Shortlists

The Campaign

Pepsi & Chipsy fused their campaigns to do something that has never been done before. Using the power of unified entertainment, we wanted to make today's generation feel the true essence of what Ramadan is all about. Our challenge was to bring families closer together under one motive: bringing back the golden age of Ramadan! Using the latest CGI face replacement technique, we made legendary Ramadan entertainers revisit Ramadan such as the two original Boogie and TamTam puppets, Nelly, Fatoota, and Uncle Fouad the Godfather of all Arab comedians who past away in 2006. Ramadan is a charitable time and since the resurrected legends were best known for their daily riddle episodes often solved in family gatherings, our celebrities engaged consumers with riddles every day, all in turn for our CSR movement. We also hijacked all Ramadan tents with memorabilia and merchandise turning Egypt into a festive gathering occasion.

Success of the Campaign

We broke all records this Ramadan…Records for number of views, records for number of comments, likes, and shares - but most importantly, we broke the record for the number of joyful tears brought to people’s eyes. Our ad was the most viewed branded content, in the MENA Region and the most viewed Ramadan content of all-time by reaching over 12 million views. We achieved the highest level of engagement for branded content in MENA through comments, likes and shares, being over 600,000 likes. Also the way our consumers perceive our client changed as per the below results o Brand I Love +10 pts. o Only Brand I’ll Consider +3 pts o For Someone Like You +4 pts o Setting Trends +3 pts o Heard a lot of good things about recently +2 pts This marks our most successful Ramadan campaign, as it received over 815 Million impressions within a month!

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

During the first five days of Ramadan, we intrigued our viewers by launching 5, 10, and 20-second teaser TV copies. Finally, the night before the promised launch date, we leaked the film online and our Facebook page became an overnight sensation. We didn’t want to be seen as just another ad trying to sell a product, so we owned the 3-minute commercial break and filled it with our film. We had a mass coverage, whereby we launched our ad across 14 different channels with our highest frequency yet. Our TV ad was running across all the day, in different cuts, in order to fill all possible spots, from 5’’ to 10’’ to 30’’ to 2 minutes and finally to our 3 minute film.