2016 Winners & Shortlists

CRUNCH - CRUNCH TIMES

BrandNESTLÉ
Product/ServiceCRUNCH
EntrantJ. WALTER THOMPSON CAIRO, EGYPT
CategoryUse or Integration of User-Generated Content
Entrant Company J. WALTER THOMPSON CAIRO, EGYPT
Contributing Company J. WALTER THOMPSON CAIRO, EGYPT
Media Agency ZENITH Cairo, EGYPT
Production Company LIGHTHOUSE FILMS Cairo, EGYPT

The Campaign

Crunch had been in the Egyptian market for two years and still hadn’t managed to breakthrough. The brand’s entire being was seemingly lost in translation, as consumers weren’t even sure what Crunch was. Sweet or savory? A chip or a biscuit? The answer was actually quite simple. The problem was, people weren’t accustomed to a sweet snack fitting Crunch’s description. Our campaign was built around the creation of an imaginary product we called “Skinchizer”. Skinchizer’s identity was plotted and designed to be the opposite of Crunch’s product attributes. The generic traditional snack vs. the new and unconventional one. A conversation surrounding the two products took place between the two generations each snack was made to represent: Skinchizer for the know-it-all parent and Crunch for the misunderstood teen. In an instant, Crunch flipped from being a brand facing an identity crisis threatened by discontinuation to a brand in hot demand; in streets and on screens. Welcome to the age of Crunch.

In 24 hours, the campaign was the 2nd on the top 10 trending films on. Reached the 70% sales target within a month of the campaign launch. Instead of doubling the country’s average engagement rate (from 0.2% to 0.4%), we have over achieved the target by reaching 10.67% engagement rate and 79% organic impression view were generated. Source: (“Nestle Sales Report”, Nestle Egypt, July 2015). Source: ("Nestle Campaign Tracker Report", Nestle Egypt, July 2015)

Credits

Name Company Role
Salma Hamouda J Walter Thompson Cairo Account Director
Farida El Khatib J Walter Thompson Cairo Senior Account Executive
Eslam Hossam J Walter Thompson Cairo senior copy writer
Reem Megahed J Walter Thompson Cairo Head of production
Mohamed Hammady J Walter Thompson Cairo Executive Creative Director
Karim Mira LZRD Grading
Hosny Ali The Garage Sound Engineer
Omar AboZeid Nestle Egypt Brand Manager
Mayar Makhlouf J Walter Thompson Cairo AV Producer
Amr Hadad J Walter Thompson Cairo Associate Creative Director
Mohamed Shahin Nestle Egypt Buisness Executive Manager
Rana Mandour Nestle Egypt Assistant Brand Manager
Norhan Khalifa Nestle Egypt Assistant Brand Manager
Hebatallah Afifi Nestle Egypt Communications Manager
Fadi Fahim light house Executive Producer
Diana George J. Walter Thompson Cairo Senior Planner
Ehab Samir Light House Producer
Ali Ali NA Director
Amr Ashraf J Walter Thompson Cairo post producer
Wael Alaa Composer Composer