2017 Winners & Shortlists

Brief Explanation

Being Egypt’s only global potato chip brand, Chipsy (Egypt’s Lay’s), began losing major market share as local competitors starting hitting under the belt by offering more potato chips for a lot less. So the simple solution was for Chipsy to do a promotion, right? But that’s when the real challenge surfaced, because through research they discovered what consumers wanted out of promotions: prizes that were INSTANT AND GUARANTEED! But with Chipsy selling over 5 million packs a day, instant and guaranteed prizes meant impossible budgets! So, what could Chipsy offer that was instant and guaranteed and most importantly had value to consumers but costs the brand nothing? Looking around, Egypt was depressed, ranking 5th in the UN misery index, people needed hope, inspiration and, most of all, a smile. And we gave them that! In the form of 90 unique Egyptian smiles printed on our packs. Instantly the packs had an emotional value, consumers got an instant and guaranteed win and could even pick their prizes, in this case their smile. And this promotion paid off, we increased sales by 22%, our equity was skyrocketing, with “offer something different” increasing by +11 and “worth what you pay for them” increasing by +7. And we even broke market and personal records on digital, with over 5 million YouTube views, recruiting over 65,000 new Facebook followers and 26 million interactions. And that’s how just a pack got 90 million smiling again.