2016 Winners & Shortlists

Creative Execution

We filmed YouTube influencer Ramez Yousef with a character called Mr. Guava, who hit the streets with the objective of finding out the origin of the famed "Kees Gawafa" term and changing the negative perception surrounding Guava. The video and supporting content was launched on social media (Youtube, FB, Twitter), asking consumers ,major Egyptian influencers and well-loved parody accounts to compete for prizes by sharing their stories about “Kees Gawafa" The final phase rewarded the most original submissions and stories with prizes and illustrations of their stories.

We increased market share 0.5% by selling over 3.4 million cans by end of July 2015. The campaign reached 70% of the target segment and 22% of Egypt’s overall population, 12 million on Facebook, and 10 million in organic reach through influencer partnerships. We achieved 18,000 shares from paid media and 31,000 shares from earned media. The video had more than 4.7 million views across all platforms with a 20% view-through rate. - April sales were greater than entire Q1 2015 - 21% increase in Share in Shop Handling vs. Last Year (Source: Nielson 2015 Report)

Rani aimed to promote its new Guava flavor amidst fierce local competition by engaging with consumers aged 15 to 25 in an authentic and memorable way. We aimed to reverse declining market share and sell a minimum of 3 million cans by end July 2015, and gain market share by 0.3%. Egyptians are well known for their light heartedness, sarcasm, and sense of humor, traits which have translated into common colloquial terminology. One well-known Egyptian expression is “Kees Gawafa”, literally translated “Bag of Guava.” The term is often used to refer to a dunce or a useless individual. We leveraged a colloquial Egyptian expression “Kees Gawafa” (bag of guava), to ask young consumers to help us reshape public opinion about the fruit and restore its status as one of Egypt’s best-loved flavors.