2015 Winners & Shortlists

WEB MILLIONAIRES CLUB

BrandMARICO EGYPT
Product/ServiceHAIRCODE
EntrantMEDIA DIRECTION OMD Cairo, EGYPT
CategoryUse of social in a promotional campaign
Media Agency MEDIA DIRECTION OMD Cairo, EGYPT
Entrant Company MEDIA DIRECTION OMD Cairo, EGYPT
Media Agency 2 MEDIA DIRECTION OMD Cairo, EGYPT

The Brief

HairCode’s status was challenged upon the arrival of another global rival - Vatika - with strong brand heritage and equity in the hair care category. HairCode had to defend its leading position and expand its circle of influence. HairCode's brief was fairly simple, a promotion with simple mechanics; text the code on the product pack to a short number to enter a draw to win 1 Million Egyptian Pounds. The promotion was set to launch during the peak of world cup fever. The media scene would be an even bigger battlefield, whereby all brands were on a quest for recognition.

Describe how the promotion developed from concept to implementation

Simple promotion mechanics allowed us to redirect the initiative from a simple TV-driven tactical initiative with text-to-win mechanics to a social media activation that would drive brand equity online while serving business objectives. To magnify social media role and drive participation, we developed a Facebook application where fans can submit the code on the pack to enter the draw for the grand prize and also for smaller weekly prizes. The application became the campaign hub, with fans competing with their friends on chances entered to the draw and tracking their weekly performance.

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

The success of the campaign was switching the main drivers from TV to social media, enticing fast reach and awareness. Facebook application generated twice the participation vs. SMS. Engagement followed lead, beating HairCode’s best performing campaign with 160% and video views exceeded the 1 million mark by 31%. Sales boost crowned this success with 32% increase on promoted items. Engagement on Web Millionaires Club was so compelling that it was adopted by major social influencers, creating conversations and spoof videos on promotion on pages that weren’t owned by the brand; memes, jokes and references to the brand tone of voice.

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

Over the past year, HairCode’s effort on Facebook has humanized the brand. Injecting it within the target audience's daily social conversation was crucial to maintain equity and propel it even further. Our target constitutes 15% of total online population and 31% of Facebook users in Egypt. Our target viewing habits indicate multitasking. They spend than twice as much time on internet compared to TV. Promotion Gamefication created conversations, empowered fans who shared their dreams when they hit the jackpot and got fans hooked on the habit of competing with their circle of friends for most chances entered to the draw.

Credits

Name Company Role
Rania Hafez Media Direction OMD General Manager
Yahya Sameh Media Direction OMD Deputy General Manager
Mohamed Hammad Media Direction OMD Account Director
Omar Wegdan Media Direction OMD Associate Planning Director
Rana Nazih Media Direction OMD Media Executive
Karim Samy Media Direction OMD Digital Director
May Hesham Media Direction OMD Media Executive
Engy Farid Media Direction OMD Media Executive