2014 Winners & Shortlists

The Brief

Following the revolution, it was no longer about what was in and what was out, who was hip and who was not. they were definitely not going to accept being belittled again. They were proud of who they are and were not ashamed to show it. They were all about freely expressing themselves in any way they deem fit. Priding itself on understanding youth, it became evident that it was time to seek out a new means of communication. Our challenge was to alter Sprite's customary tone of voice, and reach out to a quickly maturing and diverse target.

Describe how the promotion developed from concept to implementation

Helming the ship of self expression, Sprite opted to create a mobile self expression booth that toured Egypt's top three most populated cities – Cairo, Giza and Alexandria – whereby people were invited to engage in their own version of self expression acts, like singing and dancing. These acts were then sent via a touch screen to Facebook and Twitter, enabling others to have say on these acts of self expression.

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

Our Self Expression booth proved to be a winner scoring monumental success. Our judges based their choice on the level of creativity of the actions performed on the touch screen. The judges selected an average of 12 winners. Our total number of participants in 15 locations in three different governorates were an impressive 8,934 participants. Prizes included an array of gifts like smart phones, cameras and commercial giveaways. Moreover, an average of 18,000 Sprite cans were distributed for free

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

Staying true to what it is and most importantly its target audience, Sprite's new message was inspired and derived from the youth's unquenchable desire to freely express themselves; it was all about self expression. It was hip and happening to be true to yourself. Consequently, devising a mobile Self Expression booth was a creative and fun means for our target to do just that.