Brand | LA POIRE |
Product/Service | RAMADAN RANGE |
Entrant | DDB EGYPT Cairo, EGYPT |
Category | Fast Moving Consumer Goods |
Idea Creation
|
DDB EGYPT Cairo, EGYPT
|
Production
|
DDB EGYPT Cairo, EGYPT
|
Additional Company
|
LA POIRE Cairo, EGYPT
|
Background
Situation:
La Poire offers a range of new products throughout the 45 years during Ramadan (Oriental, Western and innovative products) that always take the lead in this season.
In 2020 they were developing 3 main products to be the heroes of this season. These 3 products are an innovation in the patisserie market.
Brief:
Highlight La Poire’s honest ingredients and show Ramadan’s new innovative range.
Objectives:
- Increase sales in Ramadan season.
- Raise awareness on their quality and variation of products.
Describe the strategy
La Poire aged with us. We became older with La Poire’s green box. We and our parents had memories with La Poire. La Poire is always there in any gathering in Ramadan, it always gathers people around its delicious tastes.
Target Audience:
25 to 45 yrs old
AB Socioeconomic classes
70:30 Females to Males
Cairo & Alexandria
70:30 Married Couples to Singles
Young independent in their families
25 years old
Class A
Entry-level
Loves outings, TV, and the internet.
More into the innovative desserts that match their trendiness and dynamism.
——
Working married women
35 years old.
Class A
Loves shopping
Reading & arts
TV & internet
Prefer traditional desserts with occasional skewness towards innovative desserts to break the routine and follow their children’s preferences.
Describe the execution
Ramadan is known as the season of TV shows and desserts. We decided to mix them both to come up with our concept.
We used the iconic old Egyptian tv-shows that were effective in the Egyptian Darama and then we made a lip-sync on the celebrities to communicate La Poire's innovative products and their honest ingredients.
We had 3 creative videos pushed in a flighting approach over three weeks to decrease ad fatigue and create buzz. These videos played on the nostalgic theme of old famous Egyptian Ramadan series. - - The campaign registered 300 new followers in 3 weeks.
Uploaded the copies on La Poire's social media pages + the campaign's master visuals.
We made the Tiktok challenge as this is the platform for it (Lip-sync = Tiktok).
50 users took part in lip-syncing the campaign videos
List the results
- Facebook & Instagram:
Reach 11,079,687
Post Engagement 12,505,496
Video Views 11,599,096
Impressions: 67,139,423
- Youtube: 2,455,048
- TikTok:
Reach 6,234,158
Views 5.5m
Clicks 44K
- Google Display:
Impressions: 4,329,509
Clicks: 38,570
- Google Search:
Clicks: 7,391
Credits
Basel El Deeb |
DDB Egypt |
Managing Partner |
Ahmed Hamdalla |
DDB Egypt |
Creative Director |
Ahmed Sherif |
DDB Egypt |
Associate Creative Copywriter |
Khaled El-Barbary |
DDB Egypt |
Account Executive |
Dalia Khairy |
DDB Egypt |
Account Director |
Amr Nour El Dien |
DDB Egypt |
Account Manager |
Khaled El Kady |
DDB Egypt |
Senior Art Director |
Alaa Rashed |
DDB Egypt |
Editor |
Jean Adel |
DDB Egypt |
Sound Engineer |
Amira Ismail |
DDB Egypt |
Producer |
Links
Video URL