2016 Winners & Shortlists

KEES GAWAFA - THE GUAVA REVOLUTION

BrandRANI FLOAT
Product/ServiceRANI FLOAT GUAVA FLAVOR
EntrantMINDSHARE MENA Dubai , UNITED ARAB EMIRATES
CategoryProduct Launch/ Re-Launch / Shopper Marketing
Media Agency MINDSHARE MENA Dubai, UNITED ARAB EMIRATES
Entrant Company MINDSHARE MENA Dubai, UNITED ARAB EMIRATES
Media Agency 2 MINDSHARE MENA Dubai, UNITED ARAB EMIRATES
Production Company TAYARAH MEDIA PRODUCTIONS Cairo, EGYPT

The Brief

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.

Creative Execution

Rani launched it's first official Egyptian facebook page with Guava branding, and slowly introduced the campaign through teaser socail posts. 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, 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. These illustrations served to further increase the bespoke content created directly relating to the launch of RANI Guava in the Egyptian market.

Describe the success of the promotion with both client and consumer including some quantifiable results

The guava movement gained massive viral traction; as Egyptians and major Egyptian personalities began to organically share and engage with the campaign. We achieved 18,000 shares from paid media and 31,000 shares from earned media. Rani increased market share by 0.5% selling over 3.4 million cans and by end of July 2015. The video had more than 4.7 million views across all platforms with a 20% view-through rate. • Launched only in April 2015 for this campaign, by July 2015, Rani Egypt page was already the second-best brand page in Egypt in terms of engagement rate. (Source: SocialBakers July 2015 Egypt Social Report) • In July 2015, two Kees Gawafa were the top-two performing posts in all of Egypt. (Source: SocialBakers July 2015 Egypt Social Report) • Extremely positive user sentiment towards the Kees Gawafa video and Kees Gawafa content, complimenting Rani on a clever and funny campaign.

Explain why the method of promotion was most relevant to the product or service

The campaign had a clear objective of introducing Rani's new Guava flavor to the competitive Egyptian Marketplace. The campaign leveraged a local Egyptian insight to spread awareness of a new product launch. Across all content the Rani Guava flavor was promoted; with product shots and references throughout. 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%.

Credits

Name Company Role
Mohammad El Tahtawy Mindshare Mena Creative Director
Joud Boksmati Mindshare Account Executive
Sarosh Waiz Mindshare Account Manager
Victoria Loesch Mindshare Account Director
Rebecca Akl Mindshare Account Director
Sophia Kenvold Mindshare Social Media Director
Ammar Safi Mindshare Creative Manager
Tuki Ghiassi Mindshare Creative Director