2016 Winners & Shortlists

BAYT AL ZAKAT

BrandBAYT AL ZAKAT
Product/ServiceCHARITY
EntrantTNA/DDB EGYPT Cairo, EGYPT
Entrant Company TNA/DDB EGYPT Cairo, EGYPT
Advertising Agency TNA/DDB EGYPT Cairo, EGYPT

Brief Explanation

The idea was basically to create trust, trust comes from the name & education on what your money can do, That’s why the campaign was straight forward. Zakat = Your money for the poor (educational) Visualize your money = Dress Visualize your money = Roof Visualize your money = School No begging & pleading. Why waste your gift to go in a doubted place when you can go to the trusted place that deals transparently with the public. It’s the “Home of Zakat” that’s the name of it which reflects that it is the trusted channel for charity

The Campaign

In 2015, over 22 million Egyptians still lived under the poverty line. People Stopped trusting charitable NGO’s. We started with one goal. Creating TRUST. Trust was driven from the honest & educating messages instead of the emotional approach other competitors followed. An approach that was never tackled before in Egypt for a Charity institution. We worked on a campaign to educate how every pound they give out might change lives, give hope & accordingly a better Egypt. What boomed the campaign was introducing a new touch point “The Post Office” to collect the money as it is the most trusted entity in Egypt (more than banks!) The client shared their main KPI, which was for every pound spent on media, three pounds to be collected. That’s 1:3. The campaign achieved astonishing results of 1:11 Bayt Al Zakah Became one of the most trustworthy NGOs in Egypt.

Creative Execution

The idea was implemented through several phases starting with an educational phase visualizing what your money can actually do followed by tactical phases to further educate the masses about the causes that Bait Al Zakat will tackle with the funds collected. The digital platform played an important role in starting a two way engaging relationship between Bait Al Zakat and the masses, answering their questions and giving them further information requested about the DOs and DON’Ts when it comes to giving out money regardless if it was for Bait Al Zakat or any other entity. The radio campaign served as a reminder for the campaign using simple jingles to reach out to masses. Bait Al Zakat had an official speaker who was interviewed several times in top talk shows about the idea behind Bait Al Zakat, its purpose, future plans and how the funds collected were to be spent across different causes and the progress they reached.

Beating our own set KPIs (1:3), the campaign achieved astonishing results of 1:11. The overall media spent including TV, Radio & digital/online was 16.4 million EGP and the collected amount reached 176 Millions EGP noting that the market norm is 1:6! the first Video uploaded on Youtube exceeded 1.1 Million impression, Facebook likes increased by 747% and engagement increased by 293% with average CTR 8.2% while the average may not exceed 0.5% and the reach increased by 300%.

Credits

Name Company Role
Ahmed Tarek DDB Egypt Managing Director
Dina El Hawary DDB Egypt Creative Director
Shahira Akel DDB Egypt General Manager
Ahmed El-Nakeeb DDB Egypt Group Account Director
Reem El Sheikh DDB Egypt Art Director
Omar Tarek DDB Egypt Copywriter
Mahmoud Khattab Tarek Nour Productions Head of Production
Hagar Ewais Tarek Nour Productions Production Manager
Sara Farouk Tarek Nour Media Digital Media director
Lamia Adham Tarek Nour Media Managing Director
Sandra Ezzat Tarek Nour Media Media Manager
Hossam L Hussieny Director