Cannes Lions

ENTERTAINMENT STORE

ZENITHMEDIA, Cairo / VIRGIN / 2006

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Overview

Entries

Credits

Overview

Execution

“Dress the City In Virgin”.For the first time in Egypt's history, 750 Virgin flags were installed on rented lamp- posts along 6th of October Bridge, (75 km) all the way to Virgin Megastore, for 15 days announcing the launch.A radio campaign aired using a teaser “Follow the Red Trail” and then a revealer was aired “Red Trail leads to Virgin” was aired on the most listened to radio station.

Outcome

93% savings: flags cost 7% of what a billboard would cost.Challenged Government regulations98% increase in awareness.Actual visitors exceeded expectations by 44%.Unprecedented Word of Mouth. Consumers referred to flags everywhere even on radio shows!Communicated brand values through execution Media tackled launch massive impact.

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