Brand | SWVL |
Product/Service | SWVL TRANSPORTATION SERVICE |
Entrant | WUNDERMAN THOMPSON Cairo, EGYPT |
Category | Launch & Re-Brand |
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
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
Credits
Hany Shoukry |
Wunderman Thompson Cairo |
CEO |
Mai Azmi |
Wunderman Thompson Cairo |
Managing Director |
Hassan Elsada |
Wunderman Thompson Cairo |
Deputy Managing Director |
Mohamed Fouad |
Wunderman Thompson Cairo |
Executive Creative Director |
Sherif Mounir |
Wunderman Thompson Cairo |
Creative Director |
Tamer Tawfik |
Wunderman Thompson Cairo |
Creative Director |
Youssef Shaalan |
Wunderman Thompson Cairo |
Copywriter |
Menna Hagrass |
Wunderman Thompson Cairo |
Account Director |
Nathalie Michel |
Wunderman Thompson Cairo |
Account Manager |
Laila El Assy |
Wunderman Thompson Cairo |
Senior Account Executive |
Mayar Makhlouf |
Wunderman Thompson Cairo |
Head of Production |
Hadeer Khaled |
Wunderman Thompson Cairo |
Producer |
Links
Social Media URL