EGYPT WILL CHOOSE by Advantage Marketing & Advertising Cairo for Chipsy

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EGYPT WILL CHOOSE

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Industry Confectionery & snacks, Chips
Media Design & Branding
Market Egypt
Agency Advantage Marketing & Advertising Cairo
Associate Creative Director Ashraf Foda
Executive Creative Director Ronald Scott Wild
Account Supervisor Reem Ezz Eldin
Released April 2010

Credits & Description

Category: ii. Core FMCG
Advertiser: PEPSICO
Product/Service: CHIPSY
Agency: ADVANTAGE MARKETING & ADVERTISING
Date of First Appearance: Apr 10 2010
Entrant Company: ADVANTAGE MARKETING & ADVERTISING, Cairo, EGYPT
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)
Associate Creative Director: Ashraf Foda (Advantage Marketing & Advertising)
Graphic Designer: Khaled El Gabry (Advantage Marketing & Advertising)
Senior Account Manager: Mostafa Elwany (Advantage Marketing & Advertising)
Account Supervisor: Reem Ezz ElDin (Advantage Marketing & Advertising)
Media placement: Potato Chips Packs - Supermarkets & Small Grocery Stores - 17 March 2010

Describe the brief from the client
Chipsy wanted to have a 6 month campaign that would be a huge consumer engagement program that enables consumers to be part in the development of the new Chipsy flavour, to mobilize the nation in one massive 360 campaign. Consumers would send their ideas and based on the most submitted flavour and the winning flavour would be chosen, created and launched in the market.

Describe the challenges and key objectives
The key objective is to strengthen Chipsy brand muscle as well as drive emotional bonding through high level of consumer engagement and adding a Wow effect to what was an aging brand. Suppress the activities of the new rivals to the market. The main challenge is to get the nation excited and actually participate in such a flavour development program and make them truly believe that their most submitted choice would actually get produced. In line with the interactive product development nature of the project, we came up with the idea of creating the region’s first interactive packaging design as well, probably in the world.

Describe how you arrived at the final design
We went down to the streets and asked people to write what flavours would they like to have, then we collected their hand written requested and created a “Flavour petition sheet”. This sheet provided the base for the entire packaging campaign, “Flavour petition pack”. Based on the petition pack (created for the invitation phase) the 2 limited edition packs and eventually the winning shrimp packs were created. Each pack in 2 halves, one half with consumers' hand written requests and the other half with a real image of the flavor.

Give some indication of how successful the outcome was in the market
. Overall participants reached to 1.2 million.
. Over 600 hundred flavours submitted.
. Over 2,500 fans created designs and submitted their own design of the pack.