2020/2021 Winners & Shortlists

Why is this work relevant for PR?

This case defines how Clear from Unilever, improved its image and reputation in Egypt as a locally relevant brand (reach, recall, consideration, favourability) by not doing a conventional ad campaign. Instead, we created a program and an initiative for a segment in Egypt that was unsung and untapped by brands, and through meaningful media and PR tactics, made it authentic and believable (non-commercial/non-product) and hence, popular. And in doing so, we generated unprecedented earned media for Clear that got all of Egypt paying attention to the unique program and to Clear.

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 (20% of vote)

We didn't do a conventional ad campaign. Instead, we brought Clear’s brand positioning of ‘Dare to Shine’ to life by creating a PR-worthy and news-worthy platform that identified talented street children and gave them opportunity to shine when it came to their potential as footballers. Introducing: Abtal El Shawarea’ (The Stars On The Streets).

Describe the PR strategy (30% of vote)

AUDIENCE & INSIGHT: 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 there is no opportunity for people like me, nor will there 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. PR 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. With Egypt’s first-ever football platform for homeless and street children, Clear would play an additive role in the community, winning love and respect vs. simply selling a shampoo off shelves. Only a big brand like Clear from Unilever could do this big an act for Egypt.

Describe the PR execution (20% of vote)

The goal was to act, not to create an ad; that was meaningful and long-term in impact and in intent vs. a one-off activation. So, 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 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 funds going to the program. Live coverage of the team in the Street Child and Homeless World Cups was streamed online. Football sites, talk shows and media made the platform more popular.

List the results (30% of vote)

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 influenced a positive brand impact: Brand Recall: +42% vs. prior year. Brand Consideration: +22% vs. prior year. Brand Favourability: +31% vs. prior year.