US Wheat Associates commissioned the agency in 1991 to create an awareness campaign for US Wheat with the ultimate objective of creating a consumer driven demand for wheat foods containing American wheat.
The agency conducted a seven-part research and came up with recommendations for an Integrated Marketing Communications program.
Three important recommendations were made:
The campaign was successful to the extent that it has been adopted internationally.
With the longest ever TV commercial of two minutes and fifteen seconds commercial, Sila sunflower seed oil promotion gained nationwide recognition in Egypt. From little children singing its jingle in the villages and streets of Cairo to a research on television commercials, Sila got the highest recall in all categories and the title of “Best Commercial for 1993”.
Launching Sila in the Egyptian market was a challenge in every way, but a highly oriented marketing approach, and thorough research on the part of The agency earned Sila the success it deserves today.
For the first time in Egypt, an edible oil was totally produced locally, from the plantation of the seeds right through to the bottling of the oil – an indigenous oil product was born. And for the first time, Sunflower seed oil was introduced to the Egyptian consumer who for centuries had only cooked for ghee or corn oil.
The ultimate goal of the campaign was to project Sila as the freshest, healthiest oil in Egypt. This was achieved through a multi-media campaign comprising educational, close-to-the-heart and tactical ads.
Research provided the agency with invaluable insight and information into the end usage of oils in a market that was resistant to change and predominantly used ghee and corn oil.
The findings were incorporated into the comprehensive campaign which successfully positioned Sila as the number one brand in Egypt. The nature of the market was restructured by implementing an informative approach on the health aspects of Sila and its wide range of usages.
Two years into the campaign and, for the first time in Egypt, an advertisement was produced on television and adopted for press, in which the product was neither mentioned nor shown. The advertisement succeeded in boosting sales by 30% within two weeks of airing. One month later, advertising was stopped because demand for the product far exceeded supply.
As the first sunflower seed oil totally produced in Egypt, Sila rapidly established brand leadership in the Egyptian market
In this USAID project, a challenging task of creating an effective web communication campaign within a very tight period of 4 weeks
The goal of the “While in Egypt Stay Connected” (WIESC) Project was to
To advance this objective, the project conducted a variety of public
The campaign’s duration was approximately four weeks and was targeting Egypt’s top tourist nationalities (the U.K., Germany, Italy, the United States, and Russia.)
The agency has an ongoing commitment to public service and the people of Egypt in the rural villages and among C/D class. Television as a medium is most effective, given the high rate of illiteracy still prevailing, particularly since it is estimated that 95% of the 62 million population of Egypt have access to television.
The agency produced a series of nine TV spots – “A Man is not Only by His Word” - that for the first time put the onus on the importance of men’s role in family planning and sharing in domestic responsibilities for both urban and rural families.
The spots proved extremely successful, and in 1995, one of the spots "El-Sakya" or "The Water-wheel" won the Cairo Festival's Golden Award for the best public service spot. These spots were also showcased in the Population Conference which was held in Cairo.
In addition, another set of public service announcements was developed for the Gold Star campaign dealing with the theme of communication between married couples with regard to family planning issues and decisions.
The agency also developed several Avian Influanza spots for the public awareness campaign, as well as a training documentary for proper disposal of infected birds.
swine Flu Ad
The agency implemented the public awareness component of the nutrition education intervention for the Student Medical Insurance Program (SMIP), which targeted adolescent boys and girls in a move to address the problem of iron-deficiency anemia prevalent amongst this sector. A logo and slogan were created to serve as an umbrella for the project. The slogan selected utilized the Arabic expression, “to have iron health” to urge the target audience to “Let Your Health Be Iron” – a play on “iron” health and the iron needed in the blood (and provided by the project’s iron supplements). A gold award-winning television spot was produced and aired, and adapted for radio, in addition to two brochures designed for secondary and preparatory school students, nine posters, and a handout for mothers.
To stimulate the adolescent target group, print material was made as colorful and as action-packed as possible, with games, quizzes and cartoon strips used in the booklets as vehicles to communicate the key behaviors. Care was taken to establish a friendly, warm tone and to make the material relevant to the students’ lifestyles, interests and problems.
Research findings made available by the client served as a valuable guideline in this respect. Posters adopted the same colorful, informal spirit. Cartoon illustrations were used for both students’ booklets and posters.
The handout for mothers, whom the research had identified as the key decision-makers with regard to matters pertaining to nutrition, were kept as simple as possible, relying on visuals to communicate the target behaviors. Illustrations were more in keeping with the age of the target group here.
Pre-testing conducted on the handout, booklets, and TV/Radio spot was extremely favorable