Chipsy Case study THE 1ST EGYPTIAN MOBILIZATION by Advantage Marketing & Advertising Cairo

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THE 1ST EGYPTIAN MOBILIZATION

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Industry Confectionery & snacks, Chips
Media Case study
Market Egypt
Agency Advantage Marketing & Advertising Cairo
Executive Creative Director Ronald Scott Wild
Art Director Karim Zein
Account Supervisor Reem Ezz Eldin
Released July 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: PEPSICO
Product/Service: CHIPSY
Agency: ADVANTAGE MARKETING & ADVERTISING
Date of First Appearance: Mar 17 2010
CEO & CCO: Hazem Hussein (Advantage Marketing & Advertising)
Executive Vice President: Tamer El Ezaby (Advantage Marketing & Advertising)
Executive Creative Director: Ronald Scott Wild (Advantage Marketing & Advertising)
Art Director: Karim Zein (Advantage Marketing & Advertising)
Senior Account Manager: Mostafa Elwany (Advantage Marketing & Advertising)
Account Supervisor: Reem Ezz ElDin (Advantage Marketing & Advertising)
Media placement: TV Invitation Phase - One Spot - ETV, Melody Aflam, MBC2, Rotana Cinema, Fox Movies, Hayat And Mehwar - 17 March 2010
Media placement: Viral - ChipsyEgypt.com, Facebook, YouTube, Twitter And Others - 5 April 2010
Media placement: Radio - Nugoom FM - 8 April 2010
Media placement: TV Mobilization Phase - Five Spots - ETV, Melody Aflam, MBC2, Rotana Cinema, Fox Movies, Hayat And Mehwar - 31 May 2010
Media placement: TV Annoncment Phase - One Spot - ETV, Melody Aflam, MBC2, Rotana Cinema, Fox Movies, Hayat And Mehwar - 11 July 2010

Describe the campaign/entry
"Egypt will choose its flavor" is a fully-fledged integrated campaign where, for the first time in Egypt, a brand gave the Egyptians the freedom of choice.
This campaign was built totally around consumer engagement and interactivity. The campaign was devised into 3 phases (Invitation phase, mobilization phase and winner flavor announcement phase). Totally supported by TVCs, OOH, Radio and interactive media, the campaign reached the consumers all across the nation, mobilizing Egyptians to share and cast their choices for Chipsy’s new flavor to come.

Describe how the campaign/entry was launched across each channel in the order of implementation
Invitation phase: March 2010 TV was launched alongside website to enable our consumers to participate in choosing their flavors. 15 days later after making sure that enough bases had seen the copy, we launched our radio spot in addition to TV copies on You Tube, Face Book & Twitter & OOH to boost the invitation phase.

Mobilization phase: We launched 5 TV executions featuring real consumers, celebrities and other fast food restaurants singing their flavor choices, this was supported simultaneously by OOH featuring celebrities & consumers choices along with viral support (YouTube, Facebook & Tweeter). Weeks prior to the announcement we called upon our consumers to cast choices before the end of June that was done via TV and our website.

Announcement phase: After a pause of a couple of weeks, Chipsy announced the winning Chipsy Flavor (Shrimp) on TV, OOH and Internet.

Give some idea of how successful this campaign/entry was with both client and consumer
Chipsy was literally the talk of the country.
Business results:
Volume growth of 30%+ VS YAGO (beating plan by 33%). Regaining 8 share points. (Source AC Nielsen retail audit).
Earned media:
• Highest level ever of participation in any interactive campaign in Egypt.
• Over one million submissions and over 40,000 pack designs created by c onsumers requesting their flavors.
• The biggest/most interactive fan pages on Facebook with over 45,000 fans participating daily.
• Worth more than one million USD’s of free PR.
• Top newspapers discussed the campaign, top magazines exploited the campaign name on their cover pages, top internet blogs coveried the campaign details, special episodes of several cartoons based on the campaign idea…etc

Perceptual results:

• Campaign positively impacted all brand’s major KPIs as follows:
o Favorite Brand +8
o First Choice +8
o Popular Brand +14
o Fun to eat +7
o Natural Ingredients +6
o Brand with tradition +8
o Great Advertising +16
o Flavors I like +10
o Attractive packaging +11