2016 Winners & Shortlists

Brief Explanation

Our challenge was to build awareness on a new charity institution that is a trusted source of charity. The month of Ramadan is usually full of many different charity organizations advertising with big budgets, however they have created a huge distrust in the market. We needed to plan and use media in a smart execution to stand out from the clutter and maximize reach in order to collect the donations in less than 30 days. Our idea was to directly showcase how your donation will directly affect the right person by showcasing what each and every pound can avail.

Results and Effectiveness

Media placement resulted to Share of Expenditure 10% verses Share of Voice 35%. In addition to beating our own set KPIs (1:3), the campaign achieved astonishing results of 1:11. The overall media spent including TV, Radio & digital/online was 16.4 million EGP and the collected amount reached 176 Millions EGP noting that the market norm is 1:6! the first Video uploaded on Youtube exceeded 1.1 Million impression, Facebook likes increased by 747% and engagement increased by 293% with average CTR 8.2% while the average may not exceed 0.5% and the reach increased by 300%.

Creative Execution

Using PR via Interviews with official speakers added credibility in addition to news scrolls reminder with the account number to get the maximum awareness. Budget split was 90% on TV, 7% on radio, and 3% on digital to maximize reach at that time. Channel selection was divided into 2 clusters , one that targeted A& B social classes & Two that targeted the mass. We also reallocated around 35% from our budget on MBC Masr and 20% on Orbit to grab more contributors. We added orbit specifically for spill over & decision makers. We added local channels for more exposure.

Insights, Strategy and the Idea

Target were all Egyptians, focusing on decision makers and contributor due to novelty of brand. Our channels were TV to create the awareness needed since it is the number 1 medium in Ramadan and the campaign needed a call for action benefiting from the high viewership across main channels, supported by Radio which also is talking to the mass and Digital targeting lower age group. We planned on fixed ad positioning to stand out from the clutter and acquired double the benefits across the channels to maximize the reach. In addition we created short copies to maximize reach and frequency.