2015 Winners & Shortlists

NOTHING STOPS YOU

BrandSCA
Product/ServiceNANA SANITARY PADS
EntrantFP7/CAI Cairo, EGYPT
CategoryFast moving consumer goods
Entrant Company FP7/CAI Cairo, EGYPT
Advertising Agency FP7/CAI Cairo, EGYPT
Production Company THE PRODUCERS Cairo, EGYPT

The Brief

In 2013, Swedish premium sanitary pad brand, Nana, faced low-level awareness and unclear positioning among its target audience. In a market where brand loyalty commands resistance to change, and where there is Always, a giant competitor with solid market presence, Nana faced an uphill climb to get female recognition, let alone encourage product trials. For that, the company adopted the “Nothing Stops You” campaign platform to reach out for young females in an unconventional manner to urge them to try Nana towels while educating them about Nana that empowers and supports females to overcome societal shackles and pursue their dreams.

Creative Execution

With a sensitive Egyptian market and strong industry players, communicating Nana posed a challenge. An overhaul of communication was created to empower young women and not follow competitor’s trends of unrealistic and monotonous brand promises. Regionally, women constantly battle societal barriers, the talent competition was Nana’s way of supporting those unstoppable women. Approaching them in their comfort zones, bringing in their idols as jurors and playing on their aspirations to realize their potential created a positive buzz and relevant association to the brand. Nana was everywhere girls are; food courts, toilets, classes, plazas and even online.

Describe the creative solution to the brief/objective.

In 2014, Nana flooded the Egyptian market with an integrated direct-marketing campaign spearheaded by an on-ground activation featuring a talent competition for young women in the fields of fashion, jewelry design, photography, arts&crafts and cooking. 5 of the most successful young women in each respective field were recruited as jurors and conducted workshops for the shortlisted rising talents. The winners got to study their craft abroad. The activation kicked off in 4 of Egypt’s largest universities and by nationwide in-store visibility, direct mailers, viral videos, radio and POS leading to a positive impact regarding number of participants and samples distributed.

Results

Over the span of 2 months, the campaign succeeded in recruiting more than 9000 new fans on Nana’s Facebook page. With a core objective of raising brand awareness, exposure covered on the ground was 32,588 distributing approximately 7,500 samples and building a database of 4,272 females from our target. Collectively, this counts for an approximate 48% ROI per month. Separately, the supporting online viral copies that promoted the DryFast towels and featured males for the first time ever in its communication got 446,000 views on YouTube with 7,775 interactions compiled.

Credits

Name Company Role
Ahmed Hafez FP7/CAI Executive Creative Director
Sherine Abou Bakr FP7/CAI Associate Creative Director
Hani Magdy FP7/CAI Art Director
Menna El Kie'y FP7/CAI Senior Copywriter
Heba Radwan FP7/CAI Head Of Production
Ashraf Hosafy FP7/CAI Tv Producer
Inas Nagi FP7/CAI Tv Producer
Mohamed Enayet FP7/CAI Post Production Supervisor
Reem Sharara FP7/CAI Senior Planning Director
Farah Mansour FP7/CAI Senior Planning Manager
Hana'a Baghdadi FP7/CAI Account Director
Marize Sami FP7/CAI Account Director
Sara Korachi FP7/CAI Account Supervisor
Ola El Adly FP7/CAI Account Executive
Mahmoud Hamdy N/A Director
Tarek Hefny N/A Dop
Producers N/A Production Company
Momentum N/A Activation Agency's
Naila Zaher Momentum General Manager
Amira Abdelatti Momentum Senior Account Director