2015 Winners & Shortlists

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.