2014 Winners & Shortlists


CategorySocial Media
Advertising Agency SAATCHI & SAATCHI Cairo, EGYPT

Results and Effectiveness

Flake uncaged fashion identities across Egypt. By the end of June 2013: • Revenue grew by 44% -target 25% for total 2013 (Internal Mondelez Records) • Market share 1.1% versus 0.7% July 2012 - target 1% exit 2013 (Retail Audit AC Nielsen) • Brand Total Awareness 57% vs. 34% July 2012 - target 45% exit 2013 (Ipsos ASI) • Facebook page fan base grew by 55% (Agency research) • Most important, we managed to give these young women their passion back

Creative Execution

Our idea was to give these young females their fashion identities back virtually without ever taking their creativity to the streets. Flake’s new “Mix & Match” application on Facebook inspired fashion lovers to be themselves, and design their outfits from the top fashion brands across the nation. With a simple interface users could choose what best suits them fits their personality and matches the occasion. Outfits were saved into a gallery, the highest voted entries were chosen weekly and winners awarded valuable shopping vouchers. The same simulation was taken to reality in the place where they feel most comfortable, universities. Female students were encouraged to design the perfect outfit on a mannequin in a pop up Flake design studio, live in front of their peers. The outfit with the most votes next to it won. Winners shared their pictures on the fanpage and were crowned as the “University Fashionista

Insights, Strategy and the Idea

Flake has been a chocolate underdog since its launch in 2010. Set to make an impact in 2011, Flake never saw the light due to the overturn of the country with the first revolution. Forced to cancel activity, Flake never managed to get the proper launch it deserved. Two years later, as the brand failed to grow we still couldn’t support it. Operating in a highly competitive environment with chocolates supported continuously, how could we grow this infant brand, create clear differentiation, grow awareness and make a mark in our target 18-24 females AB’s minds especially that we could not even afford to be on TV for one month. When it came to the brands target of fashion forward young females, while the country suffered from religious divide and dire political circumstances, society forced her to be more conservative than ever, especially when it came to how she dressed.


Name Company Role
Sara Metwally Starcom Mediavest Group Head Of Starcom Egypt
Mary Shawky Starcom Mediavest Group Associate Media Director
Amir Tawaf Starcom Mediavest Group Media Executive
Joubran Abdul Khalek Starcom Mediavest Group Associate Director/Digital
Asmaa Hassan Starcom Mediavest Group Social Community Manager Starcom Mediavest Group/Egypt
Hania El Kably Starcom Mediavest Group Senior Digital Planner Starcom Mediavest Group/Egypt
Karine Barakat Starcom Mediavest Group Head Of Liquid Thread
Alaa Ammar Starcom Mediavest Group Media Manager/Digital
Joyce Hallak Starcom Mediavest Group Deputy Gm Starcom Mediavest Group
Cedric Barsoumian Starcom Mediavest Group Media Manager
Joyce Hallak Starcom Mediavest Group Deputy Gm Starcom Mediavest Group
Doaa Salah Mondelez Chocolate/Wafer Category Director/Mashreq
Ahmed Emad Mondelez Media Manager Mashreq
Sherien Ezzat Mondelez Senior Brand Manager/Chocolate Countline/Egypt
Mohamed El Maandy Mondelez Brand Manager/Flake/Egypt
Wael Nazeem Saatchi/Saatchi Client Servicing Director
Sherif Nashed Saatchi/Saatchi Creative Director
Tarek Akil Saatchi/Saatchi Account Director
Sandy Hanna Saatchi/Saatchi Senior Account Executive