2020/2021 Winners & Shortlists

Why is this work relevant for Brand Experience & Activation?

Egyptians rarely rent cars and those who decide to rent a car are very skeptical about local car renting agencies, they are worried they will be overcharged with hidden fees and damage penalties especially that it's hard not to hit or scratch your car while driving in Egypt. That's why our campaign encourages everyone to rent a car with no hidden fees and fixed insurance rates... a worry-free car. So whatever happens to your car you'll just be glad it's not your car.

Background

Situation Main challenge was lack of existing car rental culture with heavy dependance on public and personal forms of transportation. There is an existing consumer distrust and aversion toward rental providers due to multiple misconceptions and generalizations. The category in itself needed an uplift before introducing the brand. Brief Launch the brand into the Cairo scene as the go to rental brand and position rental category as a viable and alternative form of transportation. Objectives Increase in awareness (reach) Uplift attitudinal perception from negative to positive (sentiments) Increase bookings by 100% Drive traffic online (engagement)

Describe the creative idea (20% of vote)

To give the people the confidence to rent with us, we decided to go with a bold and aggressive statement... and tell the customers to 'drive it like it's not theirs'. We released three comedic copies of different Cairo driving insights, each showing an unfortunate event which caused their cars to be damaged, and while you expect the car owners to be in distress, they're actually in complete relief... because it’s not their car... it's a rental from SIXT.

Describe the strategy (20% of vote)

The vast majority of Egyptian consumers either rely heavily on public transportation (a nightmare in itself) or drive their own cars (amidst a sea of chaos and madness). Cairo is notoriously one of the most congested cities in the world, and it's ever-increasing. Couple the traffic, the rising levels of stress and the general economic and political state of unrest and you've got a frustrated and anxiety filled Egyptian consumer constantly on the lookout for something to help them along the rat race. And that's the brand purpose we sought to fulfill. We sought to address the issue head on, first by acknowledging the dire state our transportation is in and secondly by portraying our brand as the savior. The insight emerged from the perennial quest for peace of mind, a universal need we all seek, however, one far more relevant and contextual from within Cairo's streets

Describe the execution (30% of vote)

Our media and digital strategy was essentially content led; by observing and following what was trending and quickly gaining traction and focusing our marketing efforts there. The main channels we focused on were MBC Masr, DMC, CBC, Al Kahirah Wal Nas as they were the ones with the best content or highest viewership during the month of Ramadan. We skipped first week of Ramadan to identify and observe what's hot and TA is likely watching. For further efficiency we switched up where we aired content along the way according/depending on where the buzz is happening till the end. By staying versatile, flexible and by keeping abreast of trends enabled us to hone our marketing efforts and make them more efficient by not airing where there is little viewership or TA presence.

List the results (30% of vote)

Increase in awareness: Total Engaged Users: 815, 305 Total Impression: 21,348, 769 Total Reach: 10,789,507 Total Minutes Viewed: 1,900,730 Increase bookings by 100%: Percentage Increase; pre-campaign to post-campaign 148% Percentage Increase; from last year to this year 88% Booking Conversion Rate of 97.5 % Drive traffic online and uplift perceptions - During TVC run, Sixt Egypt was ranked as #2 Trending on Google after Germany due to the extreme high visits and interactions that people shared. Total Engaged Users: 815, 305 Total Minutes Viewed: 1,900,730