MAN TALK CHALLENGE WITH CAPTAIN REDA by J. Walter Thompson Cairo for Birell

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MAN TALK CHALLENGE WITH CAPTAIN REDA

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Industry Beers and Ciders
Media Case study
Market Egypt
Agency J. Walter Thompson Cairo
Released January 2013

Awards

Dubai Lynx 2013
Promo & Activation EVENT & FIELD MARKETING SILVER

Credits & Description

Client AHRAM BEVERAGES COMPANY
Product BIRELL
Entrant JWT CAIRO, EGYPT
Type of Entry: Promo & Activation: Use of Media
Category: EVENT & FIELD MARKETING
Title: MAN TALK CHALLENGE WITH CAPTAIN REDA
Product/Service: BIRELL
Entrant Company : JWT CAIRO, EGYPT
Advertising Agency : JWT CAIRO, EGYPT
Name Company Position
Rasha Georgy JWT Cairo Business Director
Aref Fakhoury JWT Cairo Account Manager
Tameem Youness JWT Cairo Creative Director
Mohamed Hammady JWT Cairo Creative Director
Heidi Kirolos Ahram Beverages Company Senior Brand Manager
Sherif Moussa Ahram Beverages Company Channel Manager
Mohamed Galal JWT Cairo Senior Activation Manager
Describe the brief from the client:
Birell have always challenged an individual’s manhood through it's provocative advertising, the problem is that the brand is aging, the target loves the ads but not much the drink, main consumption is coming from 40+ age group and consumed for a functional reason. The idea was to challenge their manhood through various challenges that requires them to consume the product and acquire the taste.
Describe how the promotion developed from concept to implementation:
Man -up has always been Birell's shout to make men get over that taste. But this time a woman shouts at your face Man up. There is nothing more challenging to an Egyptian man than having his masculinity questioned by a woman. Captain Reda represents the ‘woman’ with physical strength and power which is the perfect test for any man on the streets of Egypt. Online film & Radio invitations drove people to Birell's facebook page to know where Reda will be heading next.
Describe the success of the promotion with both client and consumer including some quantifiable results:
Participated 16 ,000 , saw it 80,000 Sales volume in oriental cafes during activation increased by 20% Appealing taste within young consumers (25 - 35) increased by 10.18% Q3 vs Q4 2012 (Brand Health Tracker)
Explain why the method of promotion was most relevant to the product or service:
Oriental café represent 17% from total market volume , Oriental café is the second contributor channel for Birell volumes by 24%, plus it is where our primary target audience spends most of their time.