2016 Winners & Shortlists

Creative Execution

Multiple executions were developed depicting a journey from the offline to online realms which were leveraged digitally by posting the music video spoof and the mainsell follow up stories to the Tide Facebook & YouTube pages to spark conversations and engagement online through one integrated story. Shorter benefit driven bumpers were developed and leveraged i-videos such as pre-rolls that would direct viewers to the full length feature films.

The campaign was a success across platforms, surpassing all our KPIs and objectives. Tide recorded the highest sales shipment out in its history, made a buzz 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

Insight: Laundry is an ungrateful chore for which she gets no recognition, “no news is good news”. She believes she has to put in extra effort to get the result she wants. Objectives: Develop an engaging piece of content that would reach 1Million views online with an engagement rate of 5%. Drive a simplification message that with Tide they don’t need to go through complicated steps to get great results. Audience: Nothing comes easy in life for the Egyptian woman who is constantly weighed down with socio-economic, political issues. She puts little faith in advertising that presents un-realistic scenarios. She believes laundry is complex and she needs to go through steps to get the best results that reflect on her. Tide is here to free her from these unnecessary steps so her laundry process is simpler and she has more time for the things that matter.