2015 Winners & Shortlists

THAT MOMENT MEMES

BrandPEPSICO INTERNATIONAL
Product/ServiceMIRINDA
EntrantIMPACT BBDO Cairo, EGYPT
Entrant Company IMPACT BBDO Cairo, EGYPT
Advertising Agency IMPACT BBDO Cairo, EGYPT

The Campaign

Mirinda’s communication became irrelevant to its target, teens and pre-teens, leading to its loss in market leadership because its target shifted their media consumption from TV to online. Mirinda wanted to speak the language of our target once again. Since the Egyptian youth are the internet generation, they went to them where they are: ONLINE. In research, they realized that their favorite way of expressing themselves was through memes; especially "that moment" memes; from there the concept was born. Mirinda created the first ever live-action "that moment" memes released in a series of films. But teens today are not looking for entertainment; they seek engagement, so Mirinda released an open-ended TVC that called on all teens to complete it with the meme they saw fit. The most voted submission would be released on TV; making the winner not only a spokesperson for the brand but also a star overnight.

Success of the Campaign

The campaign went viral: the winning meme got over 40,000 votes and the campaign generated over 690 million impressions. Not only that, interaction and engagement were at their highest with more than 1.5 million people submitting their own Mirinda "that moment" memes, all making Mirinda the second most engaging brand online in Egypt for that month. The true mark of success is that Mirinda was capable of regaining both market leadership AND regaining its brand equity, all in just one month. (Source: AC Nielsen): • Sales volume increased by 54% • Regained Orange Value & Volume Share Leadership (Source: Millward Brown): • Brand I love Mark +3 pts • Is for someone like you +2 pts • Is the brand that understands me & what I’m into +3 pts • Inspired you to do things your way +4 pts • Fun and Cool +3 pts • Trendsetting +4 pts

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

Mirinda own the trend both online and offline. They began on TV by releasing two TVs that centered on insightful situations to teens. At the same time, radio ads were playing tactfully during the hours the target was going/coming from school Also, Mirinda hijacked the streets with over 150 outdoors; complimented with in-store merchandise placed strategically at kiosks/supermarkets where these teens hung out. After two weeks-after Mirinda got the attention of its target, they released an open-ended copy that called on the target to get online (or stay online in this case) to share with Mirinda the meme that they would best describe that situation. Teens engaged online by posting their suggested meme on Mirinda’s digital platforms. Mirinda also gave them a channel offline through on-grounds as they created meme booths in cafes and streets where teens submitted their meme instantly.

Credits

Name Company Role
Emile Tabanji Impact BBDO Cairo Managing Director
Hussam Mourou Impact BBDO Cairo Executive Creative Director
Mohamed Abdel Rehim Impact BBDO Cairo Head Of Tv Production
Mohamed Hammad Impact BBDO Cairo Group Account Director
Philippe Berthelot Impact BBDO Dubai Business Director
Mostafa Hamza Impact BBDO Cairo Associate Creative Director
Bassem Gad Impact BBDO Cairo Associate Creative Director
Sarah El Atabani Impact BBDO Cairo Account Manager
Mira Chelala Impact BBDO Cairo Senior Account Executive
Mostafa Samy Impact BBDO Cairo Graphic Designer
Saleh El Azab Impact BBDO Cairo Tv Producer
Yehia Ismail Director Director