2015 Winners & Shortlists

The Brief

For years, Chipsy has tried to associate its multi serve SKU, Chipsy Jumbo, with the fun gatherings of friends. But despite the brand's most valiant efforts, the association never seemed to stick. It was our task to find a new way to get our target, young adults of either gender, to associate Jumbo with hanging out with friends.

Describe how the promotion developed from concept to implementation

Egyptians hangout with friends at cafes because they live with their parents till marriage or that cities in Egypt lack recreational venues, like parks. So how was Chipsy Jumbo going to own the occasion of gatherings when they happen out-of-home? Simple! Egyptians use delivery hotlines to order everything, from groceries to meals, and even clothes. So why not borrow this medium for the first time ever and bring it to the FMCG world! We created a hotline to deliver all the elements of the perfect hangout straight to their door; with ONE condition, they had to have their friends over.

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

On the day the hotline launched, we received over 600 calls and Over social media, countless consumers shared their experiences, stories and photos. Organically, they created a trending hashtag (#ناقصناـشيبسي) about the activation, which, combined with the content they shared, spread news of the campaign like wild fire. Calls reached up to 4,000 calls daily over the course of the month of the activation.

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

Given that the vast majority of Egyptian youth live with their parents till marriage and that major cities in Egypt lack recreational venues, such as parks, when young Egyptians hangout with friends, they do it at a cafe. There, they usually play cards, board games and listen to music, but they can’t really bring a bag of chips into a café, can they? We had to bring our target back home and at home hangouts just as fun as their café counterparts.