2014 Winners & Shortlists

Results and Effectiveness

The targets we had in place for our Facebook promotions were all exceeded. The Clicks target for the image and video teasers was 150,000 while the actual number of clicks was 307,273. The target number of game plays was 10,000 while the actual number of plays was 29,323. The game also had a great viral impact; 71,674 friends were invited to play the game by the participants. The game received 3,142 shares by the participants. The video and image teasers received a total of 484,122 engagements (Likes, Shares, Comments). From a CRM standpoint, we procured 9,695 new valid email addresses.

Creative Execution

Our media team understands the importance of content and that's why they worked closely with the creative team to make sure we have powerful engaging pieces of content as part of our media plan. We created 8 teaser videos and 5 teaser images featuring Egyptian celebrity "Hesham Ismail". Those teasers were promoted on Facebook interchangeably over a period of one month where every video and image was promoted for at least 2 days. The teaser videos and images had strong call to actions asking the users to go and play the game which was hosted as a tab on our Facebook page. We also took advantage of our opt-in email database of 13,000 subscribers and sent out an email with a clear call to action to go and play the game. To benefit our CRM efforts, the game asked users for their email addresses in order to play.

Insights, Strategy and the Idea

The aim of this game was to communicate the message of selling items on dubizzle in a fun and engaging way. Instead of asking people to sell second hand items, we created a game that puts users in a situation where they either choose to sell an item or sell/abandon their friends. We capitalised on the word "sell" which has a dual meaning in Egyptian Arabic; the literal meaning of it is to 'sell something' while in Egyptian slang it can also mean 'to abandon someone'. Facebook was the best platform for this idea because the game heavily relies on friends and connections, and what better place to have that than Facebook. The game featured Egyptian celebrity "Hesham Ismail" to spice it up. Our target Facebook Egyptian demographic (males and females of age range 20-35) find sarcastic humour inherently funny, and the concept of abandoning a friend taps into that.