Creative Execution
We wanted our communication to be bold, just like our brand. Starting with a TVC that raised awareness about the product launch and its new positioning. Since our target is highly mobile and on-the-go, we decided to make this copy Egypt’s first ever “Shazammable” ad. The idea was to synchronize TV with mobile; making TV a mobile enabler and facilitate life gaming. Viewers were prompted to Shazam the TVC to be redirected to download the TurboMan game. TurboMan is an endless-runner style smartphone game where the player uses animal powerups related to the TVC’s animals to win prizes. In parallel, the copy was published on YouTube and Facebook, and a full-fledged display campaign was launched on local websites. Mobile digital banners and QR codes given out at the on-ground activation were also used to redirect users to the game, making TurboMan the hub that our entire activation linked to.
The app recorded 10.8K+ downloads with 6.6K active players. The TVC online generated 890K views on both YouTube and Facebook. Facebook engagement rate doubled with a growth in fans of 270K+ males between the ages of 18-35. The display campaign on local websites served 9.5 million impressions with an overall CTR of 0.39% (vs an average of 0.07%-0.1%) and the mobile display campaign alone recorded a CTR of 5.38%. On the business side, spontaneous awareness among young consumers grew by 75%, innovation score quadrupled along with an increase in Equity score from 5.7 to 6.6 in just 2.5 months.
For 25 years, Birell was considered the number one local malt beverage in Egypt. However, the brand began to gradually lose its popularity and was being consumed by an older age segment solely for health reasons. Even though the communication was “hip,” the product itself didn’t appeal to young consumers and was perceived as outdated.
The brand needed to rejuvenate itself and target a younger consumer that requires energy, and so Birell Turbo was introduced. Turbo is no ordinary malt drink; it is a natural energy drink made with honey and ginger.
We’ve addressed our consumers in the same BOLD and MANLY tone that they’ve always recognized and loved. Our slogan “Sahhy El Dakar” urged them to “Awaken the Manhood” inside them. Knowing that our target are constantly on-the-go and love gaming, we’ve created an app “Turbo Man” which was the focal point of our entire media campaign.
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