2016 Winners & Shortlists

BRINGING THE COW TO LIFE!

BrandBEL GROUP
Product/ServiceFMCG
EntrantZENITH MENA Dubai, UNITED ARAB EMIRATES
CategoryBrand or Product Integration in to an Existing Programme or Platform
Contributing Company LEO BURNETT CAIRO, EGYPT
Media Agency ZENITH MENA Dubai, UNITED ARAB EMIRATES
Entrant Company ZENITH MENA Dubai, UNITED ARAB EMIRATES

The Campaign

LVQR is an old favourite seen losing relevance and affinity to modern day families. In the premium cheese portion category, President is market leader with almost 33% volume share followed by LVQR with almost 15% volume share. President gained one point share whereas LVQR lost one point. LVQR faced stiff competition from local brands not just from the price but also suffered from low SOV on media. (7% of the category spend). The challenge of regaining the market share was compounded by the rapidly changing consumer lifestyle and the TV and social media landscape. LVQR set out a clear marketing and sales objective for the campaign. It wanted to achieve 5 point improvement on brand bonding and increase sales by 6% during the campaign period. We identified two content areas that our families warm up to the most – morning show that covers highlights on social issues and a general entertainment talk show in the evening that covers beauty, kids and cooking. She co-hosted the morning show called Sabah El Ward from the streets of Cairo. The attention that she got from the passer-by’s were a mix of shock and confusion. She interacted with them in a humorous way asking if they had heard the new anthem of LVQR and even made them sing one! In the evening show, she engaged with the studio audiences of Sa'a Ma'a Sherif. She bonded instantly with the families and created a friendly competition between them along with making them sing the new refreshed anthem On her second appearance on the program Sa’a Ma’a Sherif, we collaborated with Kidzania, the first international edutainment park for children in Egypt, to provide the winners with free tickets, along with a free entrance for underprivileged kids that the winners would invite along with them.

Almost 5 million viewers watched the Laughing Cow perform during the live TV shows she was hosted & interviewed on. The videos posted on Facebook were viewed by almost 772,000 & still counting with an engagement rate of 2.3% that was above the market average of 0.38%. The Facebook community grew by 258% during the campaign. A playful LVQR App was also developed in which families got to record the LVQR Anthem & share it on FB, which achieved 1.2 MN unique reach and 60’000 Clicks. A unique in store activation was also done in the top 3 malls reaching 8,000 contacts and 115k online views via the karaoke contest that was done. BHT & Sales scores: • Brand Bonding increased by (+ 9points) • 24% increase in September – October Sales 2015 vs. 2014 • LVQR sales acceleration IMS- +9% Oct. YTD vs. LY • Improvement on TOM awareness (+5%), spontaneous brand awareness (+11%), Positive effects on Trial (+5%)

Credits

Name Company Role
Mahmoud Nabil Zenith Media Director
Walid El-Shirbiny Zenith Media Manager
Sarah Ashour Zenith Senior Media Executive
Ahmed Haggag Zenith Senior Manager - Buying