2016 Winners & Shortlists

The Campaign

The Challenge: An iconic brand like Tide was losing share and affinity with Egyptian consumers over the years. The brand no longer was seen as fresh, modern and in-tune with the local audience. The TV copies became boring and predictable laundry stories and no longer resonated with consumers. There was no new product news and consumers started to put their faith into competing brands driving new innovation and insightful communication that was relevant to the issues the average Egyptian consumer was facing with their laundry process. The challenge was to create disruptive piece of communication that would shake perceptions of laundry ads and revamp the image of the brand to once again capture the heart of the Egyptian consumer. The Objective: Re-instill the love and affinity for this heritage brand through an engaging piece of content that would reshape their false perceptions about laundry and bust complicated laundry myths that will allow them to simplify their laundry process The Strategy: It is an innate human characteristic that we tend to overcomplicate things because we find it hard to accept that we really can keep it simple and succeed. Our mission was to free her from these laundry chores by helping her understand that with Tide her laundry process can be simpler and that she doesn’t need to overcomplicate it with extra steps that would eat up her time and keep her locked in the laundry room. The Execution focused on the protagonist who is so swamped with laundry chores and processes that she is missing out on the things in life that matter to her, like finding a soul-mate. This was reinforced through activities online and on the ground by generating buzz and hype to drive Tide’s message of laundry simplification and making our anti-hero the talk of the town.

The campaign was a success across platforms, surpassing all of our KPIs and objectives. Tide recorded the highest sales shipment out in its history, it became the buzz of the town with people talking, sharing and starting conversations about Tide and Samah, putting the brand at the forefront of conversations both offline and online. Equally impressive were the results generated online as per the following metrics developed and geotagged specifically for the Egyptian market: Reach: 15,903,564 Impressions: 53,110,252 Total video views (FB+YT): 3,445,742 Other numbers: Engaged unique users: 365,513 Organic views: 175,311 (67,109 to completion) Post "consumptions" (clicks including likes, comments and shares): 397,681