2022 Winners & Shortlists

Summary of the work

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) The majority of Egyptians belonging to GenZ created a notion of aspiration across the country; people try t 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. Introducing SWVL to Egypt was not an easy job for one true reason; it is not the best-case scenario, 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" 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, the consumer addiction to social media. Launch: 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 our consumers as social media addicts; they just went crazy, they started