2015 Winners & Shortlists


CategoryConsumer Products
Entrant Company RED SQUARE Cairo, EGYPT
Advertising Agency RED SQUARE Cairo, EGYPT

The Brief

Zanussi Campaign's Objective was to embed in the consumer's mind that Zanussi new product categories will make your life easier in one touch. The activation was targeting clubs, malls and meeting points as it was proved to be that letting the consumers experience the products is the most efficient marketing way to enhance their buying behavior. Consequently, this will increase sales, attract new potential consumers and targeting the existing ones to change their current electrical appliances.

Describe how the promotion developed from concept to implementation

Zanussi Activation’s concept was based on the "Easy to Use" quote and experiencing and trying all Zanussi appliances "With blind folded Eyes". The Activation required from each booth visitor to fold his eyes and his friend dictates him some requirements by highlighting the product's features and specs to do them using the product range in one minute only. Also since one of the main purpose was to increase sales, Zanussi representative was available to take immediate orders and give the audience information about the new product range facilities.

Describe the success of the promotion with both client and consumer including some quantifiable results

The campaign showed a great success for Zanussi as unexpected flow and interaction on the booth activation happened, resulting over than 24,000 potential consumers in 16 location on average of 1,500 consumer per weekend per location. Several item sold throughout the campaign, Zanussi total Sales increased after the campaign in an effective way. On the other hand the consumer's left a great feedback concerning the activation idea and the useful.

Explain why the method of promotion was most relevant to the product or service

To most Egyptian households, chores such as cleaning, cooking & washing are considered hard & annoying. This is especially true between newly married couples. Building on this insight, we linked Zanussi with ease of use and comfort and we highlighted Zanussi products' as High-tech devices with amazing performance. We Spread awareness about this "Ease of use concept" to the target audience by being present in areas where they are mostly located and made them interact and try all the appliances with folded eyes in one minute. When achieving the required tasks, the booth visitor receives an award.


Name Company Role
Sherif Ashraf Red Square Managing Director
Dina Nour Red Square Account Director
Ahmed Hamed Red Square Creative Director
Amir Hamed Red Square Associate Creative Director
Kareem Mekki Red Square Account Manager
Alia Fahmy Red Square Senior Account Supervisor
Ehab Shaaban Red Square Operations Manager
Mahmoud Hegazy Red Square Account Executive
Ahmed Nader Red Square Activation Specialist
Ahmed Ashraf Red Square Activation Specialist
Sara Fouad Red Square Account Supervisor
Monica Nassif Red Square Account Executive