2016 Winners & Shortlists

Brief Explanation

The ‘Give Me Another Shot’ campaign is ultimately the perfect direct marketing campaign because we gave the chance for our consumers to taste, drink, love and advocate for a product, even though they possess a seemingly unchangeable negative perception of it. We created an international party tour called ‘Give Me Another Shot’ that was to tour some of the biggest party spots in the world including London and Ibiza, with the last stop being Egypt. When the party came to Egypt, people would continuously drink the local Egyptian ID Vodka and fall in love with it, without even knowing that it was in the vicinity.

Creative Execution

Because it became obvious that consumers wouldn’t drink ID when they knew what it was, we made them drink it ‘without even knowing’. We achieved that by disguising it as a foreign product, within an international music festival called 'Give Me Another Shot'. We created hype for the festival using social media influencers, who raved about the pseudo parties in London and Ibiza. Finally, the party arrived to Egypt - serving only ID Vodka. After experiencing the night of their lives, we revealed that they've been drinking ID all along - in turn transforming the tour into a monthly event.

Results

In less than one month our Instagram and Facebook pages gained 4,000 and 3,000 followers respectively. For a country where it’s taboo for people to even be involved with alcohol, the numbers were impressive. The party tour became a monthly event, and one of the most successful in the history of Egypt, with over 3,000 tickets sold every single month. In fact, the party is still going on till this very day. More importantly, ID Vodka sales have increased by a whopping 34%, helping us change the whole perception of the category, making it alright to drink Egyptian liquor.