Brand | LABANITA |
Product/Service | LABANITA YOGURT FMCG |
Entrant | FP7/CAI Cairo, EGYPT |
Category | Use of Digital & Social |
Idea Creation
|
FP7/CAI Cairo, EGYPT
|
Production
|
FP7/CAI Cairo, EGYPT
|
The Campaign
Our creative idea revolved around the strategy of justifying where our cow mascots had gone and why we needed to bring them back to Labanita bolder and louder than ever. Accordingly, our campaign launched with stories of the two crazy cows taking on different jobs after having left Labanita. From mechanics to pharmacists to government bureau clerks, our gals were a public hazard. Being cows they naturally couldn’t get anything right. Why were people shocked, they were cows after all! The one and only thing they could do was produce the richest, creamiest yogurt in town. That’s why, Labanita had to bring them back.
Creative Execution
For its relaunch, Labanita needed to go big and launch during the month of Ramadan, the “Superbowl” of the Arab world. Labanita was hoping that with ONLY 9% of competitors’ budgets, their mascots could make an impact.
The campaign launched with three films, each showing the Labanita COWS goofing off at a job they knew nothing about. Left with pennies to amplify and activate, we decided to create a facebook page for Sawsan and Souad through which we could create content Egyptians wanted to follow. Our strategy was to FORCE people to take note of the content we were producing. The silly, obnoxious cows started to invade celebrities’ and influencers’ pages as “fans” commenting on posts in their usual sense of humor. The silly cows started rumors, gave out wrong information, teased the online celebrities till they got their attention (and the attention of their fans in the millions!!).
Rated as the 4th most effective campaign in Egypt for 2016 by Egyptian marketing publications, despite spending a fraction of the media budgets of the other top 3 advertisers, our campaign won 2 Golds at the Mena Effies.
Top online publications rated the campaign as one of the 10 best campaigns in Ramadan. Online celebrities shared our campaign for free and created an online discussion with our cows in front of millions. These conversations with celebrities engaged people all over the country, achieving more than $50,000 of earned media. The facebook page turned into a fan page in one day, gaining thousands of followers without spending!
Our gals were such a hit, top entertainment TV program, “ArabWood” featured them on the show for a special interview!
Most importantly, sales increased by 70% spilling over onto other Labanita products as well increasing the rest of the portfolio’s sales by 25%.
If you want awareness and love among Egyptians, then Ramadan (the Arab World’s month long Super Bowl) is often a must. But with air time being ridiculously expensive, yogurt brand Labanita’s budget was barely mustering up a sporadic TV campaign that included two of the four-week season. We knew TV was not going to cut it, creating content online that Egyptians actually wanted to follow was our only way to achieve our client’s objectives. The success of this content allows us to confidently enter this category.
Our strategy was to bring back the cow mascots that were the only thing that set Labanita apart from the cluttered competition in the dairy market, but the cows couldn’t come back unchanged. To address a young, empowered Egyptian mom and to compete against international brands that were hitting hard on quality standards, the cows had to come back with a new attitude that would be noticed. There was nothing cute, nothing sweet and nothing quite wholesome about our cows. The girls would come back with loud mouths, obnoxious wit and dry humor that the modern family would appreciate. All we had to do was justify where the crazy gals had been all this time and why we needed to bring them back to Labanita.
Credits
Ahmed Hafez Youness |
FP7/CAI |
ECD |
Amr Haddad |
FP7/CAI |
CD |
Abdel Rahman Abou zeid |
FP7/CAI |
Senior Copywriter |
Sondos Effat |
FP7/CAI |
Group Account Director |
Raghda El Maghrabi |
FP7/CAI |
Account Director |
Yasmine Tawfik |
FP7/CAI |
Account Executive |
Naila Fattouh |
FP7/CAI |
Head of Planning |
Mostafa Hashish |
FP7/CAI |
Planning Supervisor |
Hanaa Baghdadi |
FP7/CAI |
Digital Unit Director |
Walid Hamdy |
FP7/CAI |
Digital Manager |
Yasmin Shehab |
FP7/CAI |
Digital Account Supervisor |
Sherif Khaled |
FP7/CAI |
Digital Media Executive |
Heba Radwan |
FP7/CAI |
Head of Film Production Department |
Inas Nagy |
FP7/CAI |
Producer |
Moayad El Shenawy |
FP7/CAI |
Producer |
Ali Ali |
N/A |
Director |
Ahmed El Ganainy |
Magic Beans |
Executive Producer |
Mahmoud Derbala |
Magic Beans |
Senior Producer |
Ramy Ahmed |
Magic Beans |
Line Producer |
Mahmoud Ghali |
Monkeys |
VFX Supervisor |
Youssef Ghali |
Monkeys |
VFX Supervisor |
Ahmed Ghali |
Monkeys |
Animation Supervisor |
Karim Mira |
Lizard |
Colorist |
Amr Rabei |
Lizard |
Editor |
Hosny Ali |
The Garage |
Sound Designer |
Links
Social Media URL