2015 Winners & Shortlists

MORO DODGEBALL

BrandMONDELEZ INTERNATIONAL
Product/ServiceCHOCOLATE
EntrantSTARCOM MEDIAVEST GROUP Cairo, EGYPT
CategoryAmbient Media: Large Scale
Advertising Agency SAATCHI & SAATCHI Cairo, EGYPT
Media Agency STARCOM MEDIAVEST GROUP Cairo, EGYPT
Entrant Company STARCOM MEDIAVEST GROUP Cairo, EGYPT

Results and Effectiveness

Fan Page grew by 676% to 834,266 fans during the campaign by July 2014 1,590,805 Youtube views on 9 viral videos

Creative Execution

Youth face an ongoing battle of time vs. energy, much to do and so little time, life becomes overly draining, and the exhaustion never ends. We wanted to give youth their energy back, by reminding them energy fuels energy, and they just needed to get the game started. Cadbury’s Moro introduced an exciting new sport- trampoline dodge ball. A game that transfers energy from one player to another through every trampoline bounce and charging ball pass. Viral videos unleashed to educate youth about the game. The games travelled the nation from beaches to universities, and as love for the game grew, a tournament was born. Winners flew to Brazil for FIFA finals. We collected game selfies from thousands of recharged participants on a huge banner that went with our winning team to Brazil.

Insights, Strategy and the Idea

The heavy rich chocolate nougat combination has been a favorite for years, and so, Cadbury’s Moro was the choice of the Egyptian youth. Our main competition Snickers, a global brand that is aspirational to consumers was never affordable, till now. They introduced a new bar size putting us at price parity. We were losing touch with our consumers. We needed to make our consumers fall in love with us again by giving them a reason to believe that they needed us more than them, so we told them a new story. While competition communicated hunger fill, we thought being filled, can actually slow you down. But not with Moro.

Credits

Name Company Role
Sara Metwally Starcom Mediavest Group Head Of Starcom Egypt
Mary Shawky Starcom Mediavest Group Associate Media Director
Amir Tawaf Starcom Mediavest Group Senior Media Planner
Nada Sameh Starcom Mediavest Group Junior Media Executive
Asmaa Hassan Starcom Mediavest Group Social Community Manager
Joubran Abdul Khalek Starcom Mediavest Group Director/Digital
Sherien Ezzat Mondelez Senior Category Manager North Africa
Nancy Siam Mondelez Category Brand Manager Chocolates/Impulse And Affordability
Hana Khattab Mondelez Category Brand Manager Chocolates/Powedered Beverages
Tarek Akil Saatchi/Saatchi Account Director
Donya Labib Saatchi/Saatchi Senior Account Executive