Brand | MOBINIL |
Product/Service | TELECOMMUNICATION |
Entrant | LEO BURNETT CAIRO, EGYPT |
Category | Consumer Services |
Entrant Company
|
LEO BURNETT CAIRO, EGYPT
|
Advertising Agency
|
LEO BURNETT CAIRO, EGYPT
|
Media Agency
|
UM7 Cairo, EGYPT
|
Production Company
|
LIGHTHOUSE FILMS Cairo, EGYPT
|
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.
Credits
Bechara Mouzannar |
Leoburnett-cairo |
Chief Creative Officer |
Amr Darwish |
Leoburnett-cairo |
Managing Director |
Mohamed Fouad |
Leoburnett-cairo |
Creative Director |
Mohamed Kamal |
Leoburnett-cairo |
Creative Director |
Ahmed Hefnawy |
Leoburnett-cairo |
Creative Director |
Mohamed Zoheir |
Leoburnett-cairo |
Senior Graphic Designer |
Amr Ammar |
Leoburnett-cairo |
Account Director |
Khaled El Sherbiny |
Leoburnett-cairo |
Copywriter |
Jailan Gamal |
Leoburnett-cairo |
Account Director |
Seif Ismail |
Leoburnett-cairo |
Account Manager |