2015 Winners & Shortlists

The Campaign

The campaign's competition was created online. Social media is a great platform to engage with our target, as out of researches, the target's main platform was online, and accordingly we were sure we are digging in the correct place, we had no much restrictions except Facebook competitions restrictions.

Results

Challenge was to target the teenagers after being silent for a real long time targeting mass, the brand was considered a heritage brand and for teens, and old product that does not suit how cool I am. 1st: We had a 45” copy that emphasized perfectly on the way teens creatively have fun, and a parent watching sadly his son’s silly acts that he is not happy about at all, adding the pack itself speaking up for the boy at the end of the copy and inviting him to our platform online 2nd: A very simple video on our Facebook page that is describing the mechanics of the game and how to participate in it, defining what are we expecting which is Silly and Creative Actions 3rd: People would create their own videos of Creative and Silly actions and upload, the most likes a video gets will be crowned the Champion of Nothing in the competition

We had 2 TVC copies with different situations on the ad, both at the end inviting people to participate online, and Chiclets supporting your nonsense fun. A more extended copy online was inviting people to participate and explaining the whole competition mechanics too. Adding to that, the ongoing equity posts and content to encourage people to keep participating online

In Egypt, the internet speed is not the best thing, uploading videos and surfing on the internet especially for B & C classes is really hard, accordingly receiving more than 300 submitted videos on our application is for sure a success, since the whole process is really hard, video taping a short video, and editing it to fit the campaign, and uploading it is a real whole process. We even received edited videos with much effects on it, which is a double work for a competition.