Birell Promo, Case study BE A MAN by Starcom Dubai

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Industry Beers and Ciders, Alcohol-free beer and Ciders
Media Promo & PR, Case study
Market United Arab Emirates
Agency Starcom Dubai
Released June 2009

Credits & Description

Category: Best Use of Television
Date of First Appearance: Jun 1 2009 12:00AM
Head of Planning: Christine Edwards (Starcom MediaVest Group Egypt)
Managing Director: Karine Barakat (Starcom MediaVest Group Egypt)
Branded Entertainment Consumtant: Wael Hatter (CORE)
Regional Planning Director MENA: Mark Hamilton (Starcom MediaVest Group MENA)
Media placement: TV Sponsorship - Rotanta, And Melody Aflam - 1 June 2009

Results and Effectiveness
+ Sales +30% even after a price increase + Occasional user +25% + Spontaneous awareness: Doubled 11% - 23% + Ad awareness +39% . + Real men attribute increased 32% - 41% + ‘Be a Man' has now evolved from TV 'Activation' - now the communication platform and new positioning of Birell in 2010 – Including World Cup! Source: BHT Study, Nielsen & Ahram Beverages Company. "The success is beyond the objective of getting closer to real men. It is a re-birth of a new brand positioning for real men", Client: Nancy Girgis - Marketing Manager Dalia Samir - Senior BM.

Creative Execution
Rather than use traditional TV advertising spots, Birell used tactical messages to become the real man’s barometer. We would help men avoid programming that was clearly not for them, with a warning that watching this might affect his masculinity. On the top-rated movie channels we alarmed real men through bumpers and promos that a romantic movie was about to be aired – with copy stating “The following movie is NOT sponsored by Birell”. We advised men that if Birell is on screen then the programme is a safe to watch. On music channels Birell would stamp “Kedda mistargel” (with watching that, you’re a man) on hot video clips featuring female singers.

Insights, Strategy & the Idea
Birell is an Egyptian non-alcoholic beer. Struggling to survive in a cluttered market, and with a low advertising presence it was on the verge of extinction. If this wasn’t bad enough, their core audience questioned the masculinity of non-alcoholic beer, perceiving it to be lightweight and lacking punch. Our research had shown us that masculinity is what defines a real man in Egyptian culture. Without a certain level of “machoness” men feared they would be socially rejected and marginalised. Therefore, our strategy was to deal with the challenge head on - like a real man - and position Birell as the voice of men. A brand that celebrates masculinity, and clearly defines what a real man is…