2022 Winners & Shortlists

SWVL EVERYDAY ABSURDITY

BrandSWVL
Product/ServiceSWVL TRANSPORTATION SERVICE
EntrantWUNDERMAN THOMPSON Cairo, EGYPT
CategorySingle Market
Idea Creation WUNDERMAN THOMPSON Cairo, EGYPT
Production WUNDERMAN THOMPSON Cairo, EGYPT
Production 2 BIGFOOT FILMS Cairo, EGYPT
Additional Company SWVL Cairo, EGYPT

Summary of the work

Transportation in developing countries: Owing a private car is a major desire for inhabitants of developing countries, especially when public transportation is inhuman, unsafe, and insufficient. in Egypt, the majority of the people commute through two ways; -Public Transportation ( Slow/ Low maintenance/ cheap fare/uncomfortable) -Ride hailing cars ( Fast/ medium maintenance/ expensive fare/comfortable) 1-Aspirational Population The majority of Egyptians belong to GenZ; this created a notion of aspiration across the country. People try to improve daily lifestyle and be tech savvy; so using mobile applications was not a mismatch to their behavior, which made Uber/Careem ride hailing services entrance super easy in the market. 2- The Challenge Introducing SWVL to Egypt was not an easy job for one true reason; it is not the best-case scenario, it is not the fastest, not the cheapest, not the most comfortable. The light: taking a closer look at Gen Z. You cannot miss how rebellious they are. Their way to get the best is highlighting the negativity around them as a call for change. That enlightened our way “Shed the light on what’s bothering them, and present a solution of avoidance" The Chaos: If you have an errand to run, go to university, or work; you will start the day with having air and sound pollution in streets, traffic congestion, public transport decline, and infinite lost time for commuters across the country. strategic big idea: A wake up call to commuters that everyday absurdity is not accepted anymore. insight and thinking: Egyptian Youth are expressive; they shed the light on negativity asking for lifestyle betterment. This was the inspiration. For university students; Ride hailing is not financially sustainable, and public-transport has long wait time so they can easy miss their commitments. The basic need for a student is to catch a class. Speaking of needs; we couldn't miss this inspiration. Gen Z can't stand anything that deprive them from their rights. Sharing the same values with the consumer was our strategy; we shed that light on all negativity in the street (Pollution/packed rides/declined transportation) things that Egyptians became familiar with. SWVL reminded them that they don't deserve this illogical setup and they deserve a logical solution in terms of; Expenses/Organization/Route Bringing the idea to life: our campaign was a “Conversation Starter”; knowing the consumers mindset, we gave them what they needed to shift to a new kind of service; a 45’’ film that shed the light on all the non-sense happening in the Egyptian streets for years; the traffic congestion, the sound pollution, the absurdity, and ended that by saying “SWVL is only logical”. We bet on two things: the launch timings, and the consumer addiction to social media. date: the start of the spring/ summer semester; this is the time of the year when it is really hot, and people are forced and waiting in the pollution. Having consumers as social media addicts; they went crazy, they started filming illogical actions happening in the streets and documenting them under SWVL hashtag.

Credits

Name Company Role
tamer tawfik wunderman thompson Associate Creative Director
mohamed fouad wunderman thompson Executive Creative Director
sherif monir wunderman thompson Creative Director
youssef Shaalan wunderman thompson copywriter