2015 Winners & Shortlists

Results and Effectiveness

Overall video views: 1.3 M • Average engagement rate of 3.36% vs. the benchmark for FMCG’s in Egypt within the same period of 0.18% (source: social bakers’ analytics report) • Average post organic reach constitutes a 6.57% organic reach rate vs. the average of 2.3% • Videos engagement rate of 4.16% uses the same above benchmark of 0.18% Application: • Total consumer video uploads on app: 386 • Total likes (votes) on videos: 19,770 • Application video views: 128,861

Creative Execution

We created the championship of nothingness. Chiclets encouraged teens to wear their silliness as a badge of honor, promoting their intrinsic goofiness for all to see. Chicklets created an online platform that encouraged the youth to upload videos of themselves promoting sheer acts of random silliness. To spread the word we got Egypt’s top viners to populate the concept amongst their fan bases. We also created mini ‘how-to’ videos to get youth excited that took over YouTube and our Facebook page. The more interactions you got on your video, the higher your chances were to win! In the end we crowned our champions of nothing with a prize of absolutely nothing- and they loved it!

Insights, Strategy and the Idea

Chiclets is the oldest and the biggest gum brand in Egypt, yet it had been silent for over 10 years. We couldn’t sustain our leadership forever, our market share had declined from 34% to 22% in the past 3 years. To our young target, Chiclets was about as old and as exciting as grandma. We wanted to change that perception. We needed to make sure they knew that we could speak their language and devised a strategy to talk like them and not at them. Adolescence is at the nexus of childhood and adulthood. Teens have an interesting perspective on life. Their pure sense of joy comes from doing things with no real objective, sometimes perceived as a waste of time, as stupid or even silly- or so adults think! Not to Chiclets though, we were going to support their silliness with everything we had, because to us, that nothing is everything!