2015 Winners & Shortlists

The Campaign

In Egypt, TV clutter is an inevitable issue where, advertising breaks go up to 15 mins per hour, consequently pushing consumers away from the screen. On the other hand, internet penetration in Egypt is extremely high, with half of the population (46.5M users) online +25% YOY. And Facebook users reached 20.1M +26% YOY. In addition, mobile web adoption is growing 8 times faster than desktop web adoption. Smartphone penetration is surpassing that of tablets by 25 times. In fact, as of December 2013, mobile penetration in Egypt has reached 120% and smartphone usage remains at consistently high levels throughout the day. Basically, the average user checks their phone 150 times per day. And as the market matures, we continue to witness high penetration online and on mobile.

Results

We wanted our communication to be bold, just like our brand. Starting with a TVC that raised awareness about the product launch and its new positioning. Since our target is highly mobile and on-the-go, we decided to make this copy Egypt’s first ever “Shazammable” ad. The idea was to synchronize TV with mobile; making TV a mobile enabler and facilitate life gaming. Viewers were prompted to Shazam the TVC to be redirected to download the TurboMan game. TurboMan is an endless-runner style smartphone game where the player uses animal powerups related to the TVC’s animals to win prizes. In parallel, the copy was published on YouTube and Facebook, and a full-fledged display campaign was launched on local websites. Mobile digital banners and QR codes given out at the on-ground activation were also used to redirect users to the game, making TurboMan the hub that our entire activation linked to.

We wanted our communication to be bold, just like our brand. Starting with a TVC that raised awareness about the product launch and its new positioning. Since our target is highly mobile and on-the-go, we decided to make this copy Egypt’s first ever “Shazammable” ad. The idea was to synchronize TV with mobile; making TV a mobile enabler and facilitate life gaming. Viewers were prompted to Shazam the TVC to be redirected to download the TurboMan game. TurboMan is an endless-runner style smartphone game where the player uses animal powerups related to the TVC’s animals to win prizes. In parallel, the copy was published on YouTube and Facebook, and a full-fledged display campaign was launched on local websites. Mobile digital banners and QR codes given out at the on-ground activation were also used to redirect users to the game, making TurboMan the hub that our entire activation linked to.

The app recorded 10.8K+ downloads with 6.6K active players. The TVC online generated 890K views on both YouTube and Facebook. Facebook engagement rate doubled with a growth in fans of 270K+ males between the ages of 18-35. The display campaign on local websites served 9.5 million impressions with an overall CTR of 0.39% (vs an average of 0.07%-0.1%) and the mobile display campaign alone recorded a CTR of 5.38%. On the business side, spontaneous awareness among young consumers grew by 75%, innovation score quadrupled along with an increase in Equity score from 5.7 to 6.6 in just 2.5 months.