2015 Winners & Shortlists

The Brief

For years, Chipsy has tried to associate its multi serve SKU, Chipsy Jumbo, with the fun gatherings of friends. But despite the brand's most valiant efforts, the association never seemed to stick. It was our task to find a new way to get our existing consumers, young adults of either gender, to associate Jumbo with hanging out with friends by creating a new occasion that would both cause them to gather and consume Chipsy Jumbo.

Creative Execution

The strength of the creative and originality lie within the fact that Chipsy Jumbo brought an entirely new medium to the world of FMCG; never before did any FMCG brand in Egypt create a direct hotline that connects the consumer directly with the brand. The creative execution works with the brand given that Chipsy as a product is part of many fast food meals that they eat on the regular at home; therefore the integration.

Describe the creative solution to the brief/objective.

Egyptians hangout with friends at cafes because they live with their parents till marriage or that cities in Egypt lack recreational venues, like parks. So how was Chipsy Jumbo going to own the occasion of gatherings when they happen out-of-home? Simple! Egyptians use delivery hotlines to order everything, from groceries to meals, and even clothes. So why not borrow this medium for the first time ever and bring it to the FMCG world! We created a hotline to deliver all the elements of the perfect hangout straight to their door; with ONE condition, they had to have their friends over.

Results

On the day the hotline launched, we received over 600 calls and Over social media, countless consumers shared their experiences, stories and photos. Organically, they created a trending hashtag (#ناقسناـشيبسي) about the activation, which, combined with the content they shared, spread news of the campaign like wild fire. Calls reached up to 4,000 calls daily over the course of the month of the activation.