2015 Winners & Shortlists

The Campaign

Everyday life in Egypt is a never-ending challenge. From unruly streets, constant power outages, hot tempers and even hotter temperatures, getting through the day is an Olympic sport. Energy drinks have long associated themselves with sports. When launching Sting, Pepsi’s new affordable energy drink, we decided to associate ourselves with the extreme sport of ‘Everyday Egyptian Life’.

Success of the Campaign

Just a few months after launching in the Egyptian market, Sting not only became a household name, it also became the market leader with almost 55 % market share; expanding the energy drink market by a whopping 400 times. In fact, the brand sold more cans in 3 months than what the entire category had managed to sell in the previous 6 months!

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

The first medium to launch was TV, where we turned the challenges Egyptians face on a daily basis into a sporting events, complete with a sport commentator, sports shooting style and even medal award ceremony and patriotic celebration song at the end. On ground, we took the iconic bouquet man from the TVCs on a tour of Egyptian streets to surprise and reward the real-life “Everyday Heroes”. And on the digital front, we pushed a hashtag that called for viewers to capture the “Everyday Heroes” that they believe ought to be rewarded and upload to our social media pages.