WAFFARX - WHY DON'T YOU SAVE?
Brand | WAFFARX |
Product/Service | WAFFARX |
Entrant | KIJAMII Cairo, EGYPT |
Category | Consumer Services / Business to Business |
Idea Creation
|
KIJAMII Cairo, EGYPT
|
Media Placement
|
KIJAMII Cairo, EGYPT
|
Production
|
KIJAMII Cairo, EGYPT
|
Post Production
|
THE CELL POST PRODUCTION Cairo, EGYPT
|
Post Production 2
|
THE GARAGE SOUND STUDIO Giza, EGYPT
|
Background
WaffarX is the first cashback website in the MENA Region. The brand launched in 2018 with the objective of allowing users to enjoy buying from more than 280 online merchants in different categories while actually re-gaining some of their cash back, 4 times a year.
With Black Friday approaching, WaffarX needed to highlight the different large discounts they’re offering across the different brands to increase the sign ups to be reflected in the sales accordingly.
So the ask for us was to launch a campaign to increase traffic to website and conversions/sales in time for Black Friday season
Describe the strategy
Utilizing 1st and 3rd Party Data, we designed and produced an integrated campaign that had custom-intent marketing at its core, in addition to a parallel brand marketing stream online and Out Of Home.
For the custom-intent campaign, we identified the top six shopping categories through WaffarX and their network of 280 partners, and created six 15-second copies to be able to launch hyper-targeted messaging for users searching or preparing to buy products from any of the Fashion, Electronics, Home Appliances, Travelling, Beauty Products, and Grocery Shopping categories - all fronted by actor, writer, and comedian Amr Wahba taking on the role of six different characters satirically representing Egypt’s 90s-00s TV era, to educate our target audiences that they can buy what they need through WaffarX and get real cashback wired to them every quarter..while probing them with the question…why don't you save? to elicit a conversion response.
Describe the execution
During only two weeks, we planned and produced six unique 15-second copies (horizontal and vertical) to cater to the affinity of all segments of our targeted audiences, in addition to producing six 6’’ tactical bumpers to further elicit conversions. These creative assets all ran on Google, Facebook, and Instagram.
For the brand marketing segment of the campaign, a 30’’ compilation was produced to educate people on WaffarX and help clarify any confusions about the service and its mechanics, in addition to a wide-spread out of home campaign covering greater Cairo.
List the results
Digital Campaign Results (Duration: One Month)
54 million impressions
9.3 million Video views
20,000 App Installs
6,200 conversions
Business Results (Duration: Two Months)
App Downloads: 419,000
+3X purchase YoY
+2.5X Activation Rate YoY
+2X Average Order Value YoY
Credits
Ramy Kamel |
Kijamii |
Creative Lead / Senior Art Director |
Ahmed Ezzat |
Kijamii |
Producer |
Omar Shoeb |
Kijamii |
Head of Account Management and Creative Content |
Samar Ahmed |
Kijamii |
Copywriter |
Yomna Helmy |
Kijamii |
Senior Copywriter |
Islam Elhadary |
Kijamii |
Senior Graphic Designer |
Rana Qandil |
Kijamii |
Graphic Designer |
Essam Nassar |
Kijamii |
Director |
Menna Essam |
Kijamii |
Group Accounts Director |
Nourhan Mohsen |
Kijamii |
Senior Account Executive |
Dana Hatem |
Kijamii |
Stylist |
Zahraa El-Husseiny |
Kijamii |
Senior Graphic Designer |
Marina Youssef |
Kijamii |
Senior Account Manager |
Rana Zaki |
Kijamii |
Head of Production |
Wael Darwish |
Kijamii |
Director Of Photography |
Hedra Samy |
Kijamii |
1st Assistant Director |
Mark Wagih |
Kijamii |
Art Director |
Omar Mohamed |
Kijamii |
Focus Puller |
Fahmy Abou Afya |
Kijamii |
Production Manager |
Mohamed Abdella |
Kijamii |
Assistant Art Director |
Neven Nagy |
Kijamii |
Assistant Art Director |
Bassem Lotfy |
Kijamii |
Sound Unit |
Abdelrahman Abdelrahman |
Kijamii |
Abdelrahman |
Ali Elzahar |
Kijamii |
Prop Master |
Omar Magdy |
Kijamii |
Photographer |
Amr Eissa |
The Cell Creative Media Services |
Editor |
Essam Salama |
The Cell |
Post MD |
Ziad Osama |
The Cell Creative Media Services |
Post Producer |
Hatem Saad |
The Garage Sound Studio |
Sound Design |
Ezz Fayek |
WaffarX |
Brand |
Links
Video URL