2016 Winners & Shortlists

The Campaign

The idea originally came up from having the birth of Muslim and Christian prophets coming a day apart since 457 years. Based on the religions conflict Egypt is facing in the last years, we thought of having something emotional that can bring people together & closer through highlighting the event of having both prophets’ birthdays on the same day. The main objective was to bring people together as this is the brand belief and to create a happy moment of unity between Egyptians (Muslims and Christians) As a result, Egyptians interacted with the celebration online and on ground

The Brief

The insight was based on a fact that is featured and portrayed in a lot of cinema films, TV programs, and everyone is aware of it. Having said that the objective was to trigger the emotional side of Egyptians by bringing them to celebrate together under the religion umbrella

Execution

We started by creating a Halawet Mouled (prophet’s birth sweets) shaped as Christmas tree. Then we started manufacturing Halawet Mouled (Prophet of Islam birth sweets) taking the form of the Christmas tree. In parallel we created packs with a see-through sleeve to show the sweets, including a message greeting the Egyptians for both Prophets’ birthdays. The Campaign started on the Prophet Mohamed birth & Catholic Christmas day and lasted for 3 weeks till it reached the Coptic Christmas, and it took place across all Egypt.

-People were very active, and they initiated a digital hashtag, and made the campaign go viral. -People were very happy with the campaign idea, they interacted with the on ground activation, and initiated a hashtag on digital platforms.

The Strategy

Targeting Egyptians from all SECs. Egyptians are emotionally hooked to the brand and brand loyal. For them the brand has been with them for more than 15 years, in good and in bad times hence they perceive it as a patrotic brand Given the brand’s positioning in the market; it is one of few brands that can address the Egyptians closely. The idea came up from having the birth of Muslim and Christian prophets coming a day apart since 457 years. Based on the religions conflict Egypt is facing in the last years, we thought of having something emotional that can bring people together & closer through highlighting the event of having both prophets’ birthdays on the same day. Hence, an on-ground activation was created, where we distributed the Halawet Mouled (Prophet of Islam birth sweets) /Christmas tree giveaways, that was followed by a social media shout initiated by people.