2018 Winners & Shortlists

The Campaign

TODO decided to approach the topic in a way that’s different than all other brands, most brands adopted the emotional aspect of how it’s been a life-long dream for Egyptians to reach the world cup but TODO decided to not change the tonality and mockery nature during the communication in the campaign so that the brand is talking the same language as the target audience, a language of wittiness and humor. The campaign was focusing on rooting on for the team in TODO’s way through on-going real-time posts

Creative Execution

TODO’s campaign ran for a month on social media. Before the last match, TODO promised the fans that if Egypt wins, TODO products will be distributed on all of Egyptians. The buzz started when one of Egypt’s most popular actors Mohamed Henedy, more than 6 Million followers on social media, commented that he will take TODO’s promise for real and will need him to deliver if Egypt’s wins. After Egypt won, Henedy shared the post demanding that TODO fulfills his promise. His post has generated buzz across all communication channels, including one of Egypt’s largest News papers! TODO decided to take advantage, and went to different areas during the Final qualifications where the match was aired and had a sampling activation to fulfill the the promise, not only that, but the sampling occurred near the stadium where the match was played!

Total Paid Reach = 4,337,399 Total Organic Reach = 622,861 Total Likes = 166,500 Total Number of Comments = 4,027 Total Number of Shares = 3,095 Average Engagement Rate of All posts = 14.83%

Since TODO is talking to teenagers and young adults on social media (14-25 year old mass audience) our campaign was focused on Facebook as the main communication platform where the target audience engages with the brand and lives the stories with the characters. The Sarcastic and humorous approach was chosen as it's in-line with the target audience's lingo on social media and fits perfectly with the brand persona. Campaign included mocking other brands' communication around the qualifications as well as real-time content during the matches which positions the brand as a connected one living the same events as the people its talking to.