2016 Winners & Shortlists

The Brief

The giveaway idea was all about unity and patriotism, hence it was distributed it on a wide scale to each and everyone in the streets.

Creative 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 Prophet Mohamed birth day & Catholic Christmas day and lasted for 3 weeks till it reached the Coptic Christmas, and it took place across all Egypt.

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

As a result of the activation; there was a viral effect on all social media platforms. People posted pictures of the giveaways, having different captions written on it; highlights the love of Egypt, friend, family, and promoting for the hashtag #EhElHalwadi (a common phrase that describes how sweet the surprise was).

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

This campaign falls under the activation category, since the main medium used was on ground activation, having the giveaways distributed all over Cairo covering different areas.