2017 Winners & Shortlists

The Campaign

To drive volume, we had to give value to the pack. And we did, by transforming them into Egypt’s first sports betting medium, in a country where sports betting is illegal. How? We found a loophole; yes, sports betting is illegal but buying a bag of Chipsy IS NOT. We placed scores on Chipsy packs; all the consumer had to do was buy a pack, take a photo of it, and place their bet by messaging the bag’s serial code; and if you were one of the first 100 who guessed it correctly, you won with Chipsy. This time limit kept our consumers on their toes. And, to make it easier, to win you only had to predict the total number of goals. So, if you guessed 6, and the score turned out to be 6-0, 3-3-, 4-2, or 5-1! Just like that, we turned potato chips into betting chips!

Creative Execution

Since the idea revolved around our pack, we kicked off the campaign by launching different pack designs (scores from 0-6) without communicating anything. Instantly, everyone was intrigued. The ease to win was communicated in our humorous TV ads, where we showed that practically anyone could predict the right number of goals - regardless if they were into the league or not. Through these spots we delivered on the the reality that there are 89% of people in Egypt who do not follow UCL. To keep consumers engaged with the brand, we created booths across the city that broadcasted the UCL matches to encourage consumers to follow their goal predictions. Overnight, kiosks became betting booths, supermarkets the equivalent of casinos, and our Facebook page became Egypt’s first sports betting microsite to ever exist!

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

Please see confidential information for results.

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

In a promotion war, another promotion isn’t the answer, it’s offering something to the consumer for the first time; and that’s what Chipsy did through its UEFA Champions League promotional campaign, where revolutionized the football watching experience in Egypt by allowing its consumers to bet in a country where sports betting is illegal. It found a loophole in the law; yes sports betting is illegal but buying a bag of chips is not; and just like that overnight it turned its potato chips to betting chipsy, making the Chipsy bag more valuable than any other product in supermarket.

Believe it or not, the world’s biggest football league is not that big in Egypt, in fact UCL is the least watched football competition by Chipsy’s consumers, with only 11% following it. So could Chipsy get the other 89% excited about its UCL sponsorship? Through consumer research, we discovered regardless of the league, people always predicted the score. Therefore in a country where sports betting is illegal, we had to find a way to make consumers do what they love most without breaking the law WHILE buying more of Chipsy. We had to find a way to connect our packs with an illegal sport