Past Winners

2011 Winners & Shortlists

EGYPT IS MY COUNTRY

Bronze

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ClientHENKEL
ProductPERSIL & PRIL DETERGENTS
EntrantMEDIA DIRECTION OMD Cairo, EGYPT
Type of EntryMedia: Use of Media
CategoryUse of Special Events And Stunt/Live Advertising
TitleEGYPT IS MY COUNTRY
Product/ServicePERSIL & PRIL DETERGENTS
Entrant Company:MEDIA DIRECTION OMD Cairo, EGYPT
Advertising Agency:TBWA\EGYPT Cairo, EGYPT
Media Agency:MEDIA DIRECTION OMD Cairo, EGYPT

Results and Effectiveness

Results: Started in Mid Feb, the campaign had excellent results; * 5,000,000 of Henkel target audience are aware of El Balad Baladna Campaign. * 15,000 Face book members in just two weeks of the campaign. * + 500 volunteers physically helping in cleaning the streets and beautifying Egypt. * 10 areas cleaned and on the finalization of the campaign this will reach +30 areas/streets.

Creative Execution

“El Balad Baladna" campaign requested all Egyptians via huge TV & Digital campaign, to volunteer and join this excellent cause, with a new neighborhood every Saturday. The plan is to clean the streets, paint the platforms and provide tools and equipment that will facilitate the whole process of garbage removal, streets watering/cleaning, & platforms painting. Henkel facilitated all needed cleaning materials, such as; detergents, disinfections, brooms, paint, brushes, rubbish bags & garbage trucks. Holistic Media utilization was a big support to publicize for the campaign with TV copy aided with celebrity endorsement and top rated programs; Digital (Face book & Twitter pages); Press coverage @ top rated Newspapers & Magazines & Reports, interviews with volunteers in top rated programs. The full media utilizations played in harmony in a)maximizing the campaign awareness b) attracting hundreds of volunteers on the cleaning day c) Thousands of impressions on Facebook/twitter pages.

Insights, Strategy and the Idea

The Challenge: El Balad Baladna campaign or Egypt is my country, had a great community/emotional objectives which mainly lies in helping people to make Egypt a cleaner and a better place. The campaign targeted ABCD youth 20-40 years old that cares about their country. The idea is very unique and rare to happen given its connected relevancy to the January Egyptian revolution. Egyptians stayed striking for 18 days in Tahrir square, and for two weeks in Egypt, nobody went to work, including Streets cleaners/other relevant workers. Accordingly Egyptian streets were in complete mess/full of piles of garbage everywhere, on top of needed paintings even before the event. As one of the biggest leaders in cleaning products in Egypt, Henkel fulfilled its responsibility and chose Persil & Pril as perfect brand fits to lead a huge CSR campaign to clean and beautify Egypt one neighborhood at a time.

Credits

Name Company Position
Ahmed Fahmy Henkel President
Mahmoud Mostafa Henkel Marketing Director UW
Mohamed Yousry Henkel Group Product manager
Dalia Samir Henkel Group Product Manager
Ali Khaled Henkel Junior Brand Manger
Mohamed Tarek Henkel Junior Brand Manger
Khaled Al Ebrashy Henkel Junior Brand Manger
Aya Assaf Henkel Junior Brand Manger
Mona Adel Henkel Brand Manger
Ronald Koukijian OMD General Manager
Passent Hamed OMD Deputy General Manger
Eglal Riad OMD Group Media Director
Heidi Hemaya OMD Media Planning Manger
Eman Assy OMD Senior Media executive
Mariam El Berry OMD Junior Media Executive
Kareem Dabagh OMD Media Executive
Mohamed Hatem OMD Media Buying Manger
Mohamed Dawood TBWA Account Manager
Lamis Hazem TBWA Account Executive
Mohamed Wasfy DDB Creative Director
Maha Hagrass TBWA Regional Account Director
Bassem Sabry TBWA Creative Director
Mohamed Rifky TBWA Art Director
Ramy Nassar TBWA Copywriter
Ahmed Waheed TBWA Copywriter
Mohamed Yehia TBWA Production Coordinator