2019 Winners & Shortlists

Background.

Ramadan is deadly when it comes to competition of any sweet product. Local Desserts take on a fierce stand because of all the gatherings happening on daily basis. Innovation is up the roof, with unconventional mixture of flavors and ingredients. Once Ramadan’s in the picture, these deserts are well-received by people, because they also suit the nature of large gatherings given their shareable size. This is all happening in the summer; the ice cream season. Mega as a brand, is at the other end of the Ramadan spectrum. A brand that promises “Me, Myself, and I” vs. a month that promotes “God, family, and friends”. The brand and the occasion simply voice opposing values & reflect contradicting essences. Ramadan communication ads are either entertaining or dramatic; make people laugh or cry. Every piece is driven by a story; very often far away from the product attributes.

Describe the creative idea.

Tantalizing product centric film that promotes individuality & self-love, intriguing ones senses by simply going back to Mega’s basic brand credential, and going against the rules of the holy month. Mega is at the other end of the Ramadan spectrum. It speaks in the name of indulgence in a month full of chaos and over crowdedness, talking the language of selfishness and promotes “me” time in a month full of togetherness and promotes “we”. When all brands speak of the togetherness mood of Ramadan, and try to fit in it, Mega is the one that doesn’t. Instead, we speak an individualist, selfish language that aims at showcasing a forbidden indulgence mindset. The brand and the occasion simply voice opposing values & reflect contradicting essences.

Describe the strategy.

During Ramadan, with an average of 16 hours of fasting a day, people naturally become very hungry during the day. Focusing on the fact of not being able to eat; they start thinking of food and only food! Food cravings become inevitable, and their senses are simply amplified. The JOMO generation (Joy of Missing Out); enjoy the cozy afternoons spent with good company versus the bigger gatherings. They’re called the skip generation, and multitasking to them is not an option. They are constantly looking for life hacks and shortcuts to help make the best out of what they have. They’re very picky & skeptical; make purchase decisions upon scrutinizing labels and products’ packaging. They’re loyal to their moment of need. They’re socially smart; online and offline. Even though they may be socially active online, they’re mature enough to know that life happens outside the screen.

Describe the execution.

Intriguing one’s senses by simply going back to Mega’s basic brand credentials. The essence of our brand is simply against the rituals of Ramadan. The sensual brand and a burst of ingredients, were both in contrast to everything that the holy month is all about. The film takes one into a surreal journey of a lady who experiences the flavors of Mega. The film is made up of includes 5 chapters; each chapter reflects one mega variant. The chapters are beautifully designed to take the viewer into a mouthwatering journey. The sequences combine with abstract element that reflects the main ingredient of the variant along with beauty shots. In media terms, this is where the game got more exciting. We have launched the campaign the night before Ramadan, for our target audience to wake up and find this tantalizing mouth water Mega waiting for them as they are fasting.

List the results.

The film was aired during the first two weeks only in Ramadan, the film has reached 40 million impressions, and shares. 3.3 million views. The unprecedented sales of 2017 Yogurt Blackberry of 360,000 cases, was topped up by 25% for 2018 Range Communication, regardless of the EGP 1 price up per pack.