1.Announcing the Campaign and the initiative through a huge PR event with super star Ahmed Helmy being the ambassador of the event.

2.An emotional TVC on the top TV channels to explain and promote the CSR cause.3.Radio spots on the top rated radio programs4.PR coverage on the most popular newspapers and magazines.5.Aggressive outdoor campaign 6.To increase the amount of donations to our cause, we launched the biggest donation website and social networks to promote the cause and increase level of participation.7.Our pack which is our biggest advertising medium – Launching 2 limited flavours with a campaign theme (Back Pack) to support the cause.Writing the main campaign message on front panels, highlighting that Chipsy donates part of its proceeds to helping bring unfortunate kids back to their schools, in addition to the campaign description and donating mechanics on the back panel.

1.Sales and Market Share:•20% sales volume growth vs. 2010. Objective was 12% growth. •Breaking the records and achieving the highest ever s hares in PC history + 6% vs. YAGO with 73.3% share out of PC market. Objective was 1% growth.

2.KPI:KPI PlanAchievedGreat Taste +5 +18Brand I love +5 +65Modern & Up to Date+5 +13High Quality +5 +11International Brand+5 +13Trendsetter +20 +49For Someone Like me+2 +5 Top of Mind 33 50Total Spontaneous Awareness 87 88Past 7 Days Consumption 80 84Past 24hrs Consumption 42 53