2020/2021 Winners & Shortlists

Background

Ahram Security Group is the leading manufacture of security locks in Egypt, specialising in mechanical locks of all kinds; including doors, drawers and windows. Over the years, as part of its core values, Ahram has always kept a close knit relationship with its stakeholders including carpenters, retailers and consumers. However, with the start of the Covid-19 outbreak in early 2020, stores were forced to shut down and customers deferred their reliance on workers when it came to home maintenance in fear of infection. This was bad news for everyone, especially carpenters, who depended totally on daily wages as their bread and butter. Therefore, instead of advertising its products, Ahram wanted to stay true to its core purpose and values in times of turmoil by providing security and safety to its stakeholders beyond security locks with a CSR initiative.

Describe the strategy

TARGET AUDIENCE/STAKEHOLDERS: 1 - Carpenters: They are the most vulnerable as they rely on daily income. 2 - Retailers. Shop keepers selling Ahram products. Their income also decreased, due to shorter working hours, and even stores locked down. 3- Consumers: They are A and B class families buying locks for their homes and business owners providing security to their offices and facilities. We decided to use Facebook as it’s the number one used platform in Egypt and most relevant for all stakeholders., especially for the C class segment, which includes carpenters and retailers. The challenge was how to demonstrate Ahram core values and purpose by supporting and securing all its stakeholders during a pandemic that demanded social distancing and forced all doors to be lockdown. Ahram decided to open a virtual door of hope for stakeholders and bring them together on social media instead.

Describe the execution

We turned Facebook into a medium where carpenters and retailers can make a living by monetising the iconic Facebook like. We launched the campaign using a simple video, where we invited them to work from home by creating DIY videos teaching customers how to install their locks independently at home using simple tools and Ahram locks. In exchange, Ahram paid them back for each Facebook like they received on their videos. Each Facebook Like represented 1 L.E, which carpenters and retailers collected in cash by the end of the campaign safely from Fawry stations (technology solutions that allows people to exchange money and pay their bills from Kiosks around Egypt) using their national ID. - The campaign launched on April 26, 2020 with the invitation to carpenters and retailers. - Carpenters and retailers started submitting their DIY videos on April 30th, 2020. - On June 15th. 2020 the campaign ended.

List the results

Using only Facebook and a minimal media budget, the initiative sparked a social conversation and generated enough consumer generated videos that not only helped carpenters and retailers make a living but supported customers at home. A total of 32 million users reached. 500,000 actual engagement. 11% increase in brand awareness. 10% increase in carpenters database.