2020/2021 Winners & Shortlists

Background

Pirelli, an Italian global player in the tires industry with a significant presence in Egypt with over thousands dealers across the country was suffering with not quite that significant presence online. Challenged with no local communication, very low engagement rates & no leads for CRM, we had to start from square one. The objectives were simple, but there was a lot to achieve. Build online brand awareness Activate Social Media Platforms and Build an audience for engagement Increase Engagement

The Interpretation of the Challenge (30% of vote)

With no material but global content, which result in very low engagement. The brand was Struggling to have online audience to engage with among the strong competition. We interpreted the client's needs to a conceptual production and campaign, but not a "see say" one, that can highlight the brand's values of power and control. These very values, of power, control, precision, and passion,endless sifting through options on a tight budget, a sport analogy, was our smartest choice, specially that the Egyptian target audience is strongly driven by athletics. Avoiding all the cliche sports and ones that have been overused, we chose "FENCING" as a metaphor to the brand. If we could achieve one thing, all objectives would fall into place, creating a conversation around the brand. And for the first time on the Egyptian platform, the content was shared and our community, started to give feedback and ask questions.

The Insight / Breakthrough Thinking (30% of vote)

Initial plan was a conceptual production of an English copy communicating to the target, whom are successful individual that never become but are always becoming and make sure they enjoy the ride. Due to budget constraints and time limitations, every hour the concept changed, from thematic shots, to business analogies, key opinion leaders' storytelling, to finally arriving at sports. Afraid to produce a cliche ad that includes boxing or football, we were on a hunt to find a sport that shows the brand values and that our target can relate to. Our research took us everywhere between rowing & Pole Dancing. But the options were either risky or too expensive. Coming across a fact in our market research about the rising support of Fencing in Egypt, it made for a perfect analogy to our concept! But that meant we had to change our script to be in Arabic.

The Creative Idea (20% of vote)

Pirrelli's slogan is Power is Nothing Without Control, our strategy was to maintain the essence of the message but digging deeper into control and fledging it to a concept our audience can relate with, especially that now we're communicating in Arabic, something we have no benchmark or point of reference. From how you can have all the skill sets but without a GRIP or control, you may fall irreparably on your journey a story was born. Taking the grip on the road to a grip on life, we took a risk on "Get a Grip". In Arabic, it translate to take control of your journey. A lot of studying had to go into this sport, to understand its origins, what is meant, what every movement was saying, every hand gesture, grunt, and footstep. That helped us in crafting a story to share.

The Outcome / Results (20% of vote)

This campaign resulted in the first list of consumer data to be ever collected in Egypt for the CRM, garnering over 1900 leads. Consumers started to ask questions online, how they are always looking for the brand but don't know dealers' locations, inquiries on different tires, after sale services, offers, events and activations even! In unprecedented engagement rates, it was time to acknowledge our fans and reward them. So we launched a social media competition with branded giveaways and selected over 25 winners. People were posting their giveaways, private messaging increased to unmatched numbers and Alberto Pirelli himself, sent his appreciation all the way from Milan and was ready for the first time, was ready to invest in more marketing in Egypt.