2020/2021 Winners & Shortlists

Why is this work relevant for Entertainment?

Clear, from Unilever, disrupted the content clutter in its category, winning share-of-heart first vs. only share-of-wallet, earning word-of-mouth and enhancing brand attributes in Egypt, becoming more locally relevant. We partnered with an Egyptian social enterprise, Nafas, creating a unique branded platform, where we identified unsung, unnoticed football talents from the streets of Egypt and gave those children an entertaining and fulfilling medium to express their unseen talents. Resultantly, we enabled them to shine and get recognition and respect. And in turn, gave Egyptians, through live entertainment and events, an opportunity to follow Egypt's unsung football talents and cheer them on.

Background

Clear, from Unilever, needed to get closer to Egyptians and be seen as a locally relevant brand in order to improve its affinity and its business in Egypt. One tactic was to own a passion point in Egypt. Now, Clear had been using football in Egypt in its advertising. But, the association with football remained restricted to films and conventional ads featuring Cristiano Ronaldo. As a global brand in a local market, Clear needed to do more to improve its brand’s image among Egyptians, as a brand that was contributing to the local communities. It had to act, not just advertise. It had to be more meaningful vs. superficial. And thereby, enhance its reputation and connection with Egyptians.

Describe the creative idea

We brought Clear’s brand positioning of ‘Dare to Shine’ to life and as a brand, gave talented street children in Egypt an entertaining and fulfilling medium to experience quality training, facilities and competition, thus, enabling them shine and show Egypt their potential as star footballers. Introducing: Abtal El Shawarea’ (The Stars On The Streets).

Describe the strategy

TENSION: While Egyptian society passionately celebrates its famous football stars, it ignored the skilled football talents, unrecognized, on its many streets. “My dream is to become a football player, but I feel there is no opportunity for people like me, nor will there ever be”, says one street child. Talented homeless and street children who could, one day, be the country’s future stars, were given no respect nor recognition, often being wrongly perceived to be futile juveniles or junkies. STRATEGY: Change Egypt’s perception of street and homeless children, by giving them the platform to show the unsung football heroes Egypt was missing out on. Only a big brand like Clear from Unilever could do that. With Egypt’s first-ever football platform for homeless and street children, Clear would be playing an additive role in the community, and winning love and respect for its brand vs. simply selling a shampoo off shelves.

Describe the execution

First, we partnered with a social enterprise and activated street football camps across Egypt aimed at rehabilitating street children by training them and developing their talents. Next, with talent scouts we selected a team to represent Egypt at The Street Child World Cup and the Homeless World Cup. Finally, to attract Egypt’s attention to the platform, instead of conventional sob stories, we treated the children like the national talents they were, generating mass media awareness. Partnering with leading Egyptian sporting brands, we created team merchandise that was sold on popular e-commerce sites, with the funds going to the program. Live coverage of the team’s time and progress in the Street Child and Homeless World Cups was streamed online. Egyptians came to the matches to cheer the children on, in Egypt, and tuned into the matches, live, online with Clear. Football sites and talk shows helped make the platform more popular.

Describe the outcome

As the story of the children’s journey to global stage and their amazing progress became a story of national pride, football fans across Egypt found new heroes to support. We earned $1.1 million in media and PR value. We reached 31% of Egypt with the platform. And importantly, uncovered and signed on 388 football stars from the streets, and counting, who are actively representing Egypt in different regional and international football competitions and elevating their quality of life. This act of goodness made good business sense for Clear and Unilever too, as it directly impacted key brand attributes: Brand Recall: +42% vs. prior year. Brand Consideration: +22% vs. prior year. Brand Favourability: +31% vs. prior year.