2019 Winners & Shortlists

HOW TO FAN 101

BrandEDITA
Product/ServiceMOLTO
EntrantPEACE CAKE Cairo, EGYPT
CategoryUse of Talent
Idea Creation PEACE CAKE Cairo, EGYPT
Media Placement ICON CREATIONS Cairo, EGYPT
Production PEACE CAKE Cairo, EGYPT

Why is this work relevant for Entertainment?

We managed to create a web series which was successful in hitting a number of targets while staying relevant and entertaining to our fans. We secured one of the most sought after football figures and Egypt to our brand and fans exclusively. We also managed to gain huge numbers in our web series in a market where audience follow through is very weak, which meant fans were genuinely entertained and came back for more. Finally we kept the brand relevant before and during the World Cup which is one of the most saturated times to release content.

Background.

After 28 years of suffering and near misses Egypt just made it to the World Cup. To us advertisers that means a tsunami of copies, songs and content will drown the market making it difficult for anyone to stand out within the consumers eyes. Famous snack brand Molto were just fresh with a new rebranded tone with a whimsical flavor to it, reached out to us with a brief. Our challenge was simple, how can we create something that would rise above the rest of all this football mayhem while simultaneously staying relevant to the brand? And because Molto itself was a brand for masses, how can we create something that brings together die hard football fans while also not alienating the casual football watcher who is just watching for the experience of Egypt in the World Cup

Describe the creative idea.

Even though Egypt is a football obsessed nation, not everyone here is football savvy so we wanted to make our content relevant to the World Cup and die hard watchers as well as accessible to non football fans and to poke fun at both. This is how we came up with “Molto is with you in the sweet and the sour” a comedy how-to series on football fan etiquette to get you through all the moments, be them Sweet, or Sour. Presenting us with these lessons is none other the legend, the hothead, and the 3 time ACN winning coach Hassan Shehata. Hassan Shehata’s title has always been el Me’allem, which means both teach and master so of course he would be the one guiding us. Coaching us on what to say when a goal is scored, when a pass is missed, how to fake it until you make it.

Describe the strategy

Our strategy was to infiltrate the market before and during the World Cup competition began. Consumers flocked to Molto’s page in order to get tips. Non football savvy fans learned about how to fake being football fans and make it seem like they know what they’re talking about without falling into common beginner pitfalls. While die hard football fans saw these as a hilarious take on all the noobs that they encounter while watching football games. We released different episodes before all our games in the World Cup to stay relevant to the upcoming events that were taking place. This kept Molto in the minds and bellies of all our consumers.

Describe the execution

We created 5 lessons in 4 videos which stretched out from before the World Cup started to the last game in the group stages. These lessons covered all types of tips and tricks for fans and non fans of football alike, all presented in a comedic way. These pointers covered everything from what to do when you need to comment on an event happening in the game, to body language and even what to do when you’re in Russia. By starting our release before the World Cup and releasing a new video before every game we managed to stay top of mind with our fans and gaining more and more traction during every game.

Describe the outcome

Airing right before and during the games Egypt was set to play in, the series was an immense success. Fans and non-fans alike tuned to these lessons in order to poke fun at the football stereotypes that they all know. Engagement and Shares on Molto’s page went through the roof with our web-series being viewed over 5 million times keeping the brand as a source of comedy and football related content before and during the World Cup season. We also managed to capitalize on our fans engagement by using gifs and clips of Hassan Shehata to answer them directly which were shared wildly by our fans during the World Cup, giving them the ultimate gifs and memes to share in order to react to everything happening on and off the pitch.

Credits

Name Company Role
Kareem Abou Gamrah Peace Cake Managing Director
Marwan Imam Peace Cake Senior Copywriter
Yahia El Sady Peace Cake Senior Copywriter
Ahmed Safi Peace Cake Senior Copywriter
Marwan Imam Peace Cake Senior Copywriter
Ahmed Youssef Peace Cake Commercial Manager
Randa Habib Peace Cake Operations Manager
Sherif Samy Peace Cake Senior Editor
Ahmed Morshedi Peace Cake Art Director
Fady Garas Peace Cake Audio Engineer
Mohamed El Sherif Peace Cake Producer
Adam Awad Adam Awad Music Music Producer