2022 Winners & Shortlists

Why is this work relevant for Integrated?

To help Banque Du Caire claim their position as the main / top sponsor of sports "Sponsor of Egyptian Champions" among a competitive landscape of other sponsors in differenent sectors, we launched a fully integrated campaign multiple channels including TV, Digital, Print, Digital PR, and outdoor to reach a mass audience continuously across multiple touch points for the duration of the campaign, and to rally Egyptians to support the athletes competing at the Tokyo 2021 and beyond. The campaign also had a highly-engaged digital activation extension under the hashtag "Sponsor of the Egyptian Champion" .

Background

Despite constantly bringing home the medals, athletes from sports other than football suffered through decade of neglect, in comparison to the massive support given to football across the years, despite their mediocrity in international championships. Banque Du Caire, Egypt's third largest governmental bank, has been an active sponsor of various sports for many years as part of its brand awareness strategy, including some of the country's top and most awarded athletes, however they did so silently and now needed to go national with a Sports/Corporate branding integrated campaign highlighting BdC’s sports sponsorships and the role of BdC in supporting the Egyptian representatives at Tokyo 2021.

Describe the creative idea

How do you get Football fans to pay attention to non-Football champions? Simply talk about other non-Football Champions using Football language. We collided both worlds, created a verbal and visual fusion to compare them to each other through a popular football figure who is know for his honesty and bluntness to make that comparison and admit the truth; that non-Football champions has the upper hand, asking Football fans to cheer for them.

Describe the strategy

To highlight BdC's role as an active sponsor of sports in Egypt, while spotlighting the importance of supporting the country's athletes in their Tokyo 2021 mission, we chose to leverage on the insight that Egyptians supported football more than all other sports, despite the mediocrity of its results on an international level, and face our audiences with the ironic reality and fact that these athletes were the ones bringing home the medals. And what better way to deliver this message but through an international football figure - Ahmed Hossam Mido - who calls audiences out on their misplaced support, while showcasing the other athletes' achievements under the statement of "whatever we do, they do better", while urging audiences to support them as much as they supported football. The campaign prominently featured 11 real athletes on their Tokyo 2021 preparation journeys to bolster its authenticity and credibility.

Describe the execution

A fully-integrated campaign was launched, led by a hero film pushed online and on TV, in addition to a nation-wide outdoor campaign, celebrity endorsement, digital engagement activation, and print. The campaign launched a month before Tokyo 2021 and gained national traction and recognition for its message and gained traction online under the "Sponsor of Egyption Champions" hashtag, as it was used and amplified by pages and accounts from across the content spectrum. Sealing the campaign's success was the fact that the Egyptian athletes spotlighted in the campaign scored 13 Medals during the Olympics and Paralympics, and two World championship titles within the following month.

List the results

Digital Results 21 Million Views in 20 days 40 Million + Total Impressions 10 Million + Total People Reached 49% View Through Rate Active campaign hashtag endorsements by all chosen sports pages on Facebook