A. Dairy Case study NEVER SAY NO TO PANDA ANYWHERE by Advantage Marketing & Advertising Cairo

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NEVER SAY NO TO PANDA ANYWHERE

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Industry Cheese
Media Case study
Market Egypt
Agency Advantage Marketing & Advertising Cairo
Executive Creative Director Ronald Scott Wild
Art Director Karim Zein
Released March 2011

Credits & Description

Category: Titanium and Integrated
Advertiser: ARAB DAIRY
Product/Service: PANDA CHEESE
Agency: ADVANTAGE MARKETING & ADVERTISING
Date of First Appearance: Nov 27 2010
CEO & CCO: Hazem Hussein (Advantage Marketing & Advertising)
Executive Creative Director: Ronald Scott Wild (Advantage Marketing & Advertising)
Art Director: Karim Zein (Advantage Marketing & Advertising)
Media placement: Panda Film Part 1- TV CAMPAIGN- 5 SPOTS - Mehwar,Cairo Cinema,ETV, Orbit-Elyoum, Rotana Cinema, Melody Aflam, Others - 27April, 2010
Media placement: Viral - INTERNET - Youtube & Facebook - 16 May, 2010
Media placement: Promo & Activation - IN STORE ACTIVITIES - Retail Stores - 27 November, 2010
Media placement: Panda Film Part 2 - TV CAMPAIGN- 2 SPOTS - Cairo Cinema, Cairo Drama, On Television - 04 April, 2011

Describe the campaign/entry

When it was first launched, "Never Say No To Panda" was created as a multi channel creative idea built behind the translation of 'taste irresistibility' into the literal translation of 'you can’t say no to Panda'. Originally, The creative idea centered on bringing the brand 'Panda' to life in 5 TV executions.
It carried itself and proved to be a strong viral presence, becoming one of the biggest Internet hits across the globe. Coupling that with a strong in store activation where the Panda hunted down those buying competitor brands in supermarkets, our campaign was of a cohesive structure that further enhanced the brand image. In phase 2, we have pushed the pedal to the metal and treaded the path where too many were reluctant to tread: we chased after parents & their kids.
Even though scaring kids in a commercial was a risky move, we never retreated, but we made sure that no matter how scared the kids would be, they’ll always end up with a big smile on their faces.

Describe how the campaign/entry was launched across each channel in the order of implementation
'Never Say No to Panda' was planned to be in more than one consumer touch point through a well devised media plan making a well integrated form of advertising reaching different platforms TV, Viral & In-store activation. It was first launched as TV Commercials in April 2010 and a few weeks later it was launched on the web, which created unprecedented buzz for any Egyptian & probably any Middle Eastern brand across the globe and created new awareness for Panda across the world for what was a local brand before.
Once the excitement reached it's peak, (after 6 months of launch in Nov 2010), consumers were literally dying to physically interact with their beloved character. It was time for Panda's consumer edition, where those consumers, still saying 'No' to Panda by buying competition brands were forced to confront their worst fears: a face to face encounter with our Panda with one option offered, to switch to Panda!
In phase 2 we went after the parents and released two commercials where unfortunately for the youngsters, they had to pay for their parents' mistakes. The commercials were on air on April 4th 2011.

Give some idea of how successful this campaign/entry was with both client and consumer
As per several 3rd party testimonies including Google Middle East, Tetra Pack (the company that supplies ALL packing materials to ALL white cheese companies in Egypt), global media icons such as ''ABC News'' in the US, Sun & Guardian newspapers in UK & many others locally an internationally,'Never Say No PANDA'' was a global phenomenon. It had more than 28 million views on You Tube across the globe which is by far a new regional record for any kind of video out of the Middle East & has earned phenomenal free media in Egypt, regionally and across the globe. The client did not just take over market leadership for the first time in the White Cheese category (as per tetra pack), but they were starting to be known globally with hundreds of purchase requests from different countries. Locally, Panda is now becoming one of Egypt's best-loved brands.