Brand | SWVL |
Product/Service | SWVL TRANSPORTATION SERVICE |
Entrant | WUNDERMAN THOMPSON Cairo, EGYPT |
Category | Single 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
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 |