Royal Jordain Airlines-Asia.
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Royal Jordanian Airlines wanted to advertise their new extended routes to Asia on more advanced aircraft. An advertising agency dressed showrooms with silk banners and hanging puppets, and engaged consumers with origami press ads and airport ads featuring elephants. These efforts resulted in more traffic on Royal Jordanian's new extended routes to Asia.
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Toyota Club Egypt wanted to create a car club that promoted a lifestyle rather than just discounts for car owners. The agency showed how the club offered benefits and discounts for Toyota owners to enjoy the brand even after their purchase. As a result of this rebranding, Toyota Club Egypt became the second most popular car club in Egypt, second only to Jeep which had a more extensive offerings.
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Yoplait wanted to relaunch their yogurt brand in Egypt. An advertising campaign emphasized Cairo's cultural connections to France by promoting Yoplait as a French-style "Nouvelle Cuisine" yogurt. This approach was very successful, making Yoplait the top-selling natural yogurt in Egypt and resulting in a buyout by Egypt's largest dairy producer, Beyti. The use of green packaging was also part of Yoplait's appeal and success in Egypt.
Red Rock Restaurant
Red Rock hired an agency to promote the opening of their new restaurant in New Cairo. The agency ran an advertising campaign claiming the food was so good you must visit, which led to critical acclaim upon opening. However, the restaurant overextended itself by adding music and entertainment, and closed a year later. The owners have since opened a new, simpler restaurant that is doing well.
Allianz (Arab International Insurance Company)
Allianz, an Arab International Insurance Company, ran several campaigns in Egypt to improve attitudes towards insurance companies. They partnered with banks to promote life, savings, and retirement insurance policies, which led to increased and additional policies for current customers. Allianz also held a Valentine's dinner giving away specially designed chocolate boxes to change perceptions of insurance companies in a lighthearted way, which was well received.
Burger King Campaign.
The document outlines a 360 degree marketing campaign launched by Burger King to promote the opening of new restaurants in the Middle East. The campaign aimed to convince customers that Burger King's flame-broiled burgers were bigger and better than competitors like McDonald's. Tactics included an iPhone app to customize burgers, an in-store escalator decal, a Guinness World Record burger attempt, and online ads. The result was that Burger King became a more serious competitor to other fast food chains in the Middle East.
Bake Rolls
The document summarizes a press campaign for Bake Rolls. The campaign aimed to increase sales and loyalty prior to Ramadan by running an ad themed around superheroes in C-Magazine and local TV, capitalizing on families gathering around the TV during Ramadan. This resulted in increased loyalty for Bake Rolls and C-Magazine being added to their permanent media plan.
Pizza Hut.
Pizza Hut wanted to increase home delivery sales so an advertising agency ran an ad in a free monthly cinema and TV guide magazine during the month it was promoting 30 days of Oscar movies on TV, with pizza deliveries increasing by 20% that month.
Mobinil Telecommunications
The document discusses two direct mail campaigns run by Mobinil, Egypt's leading mobile operator. The first campaign targeted CEOs, MDs, and chairmen to promote customized business deals and tariffs. The second campaign aimed to convert pre-paid users to post-paid plans by introducing flexible post-paid plans with spending caps on outgoing calls like pre-paid services. This second campaign was successful in immediately converting high-end pre-paid users, mostly graduates and young professionals, to post-paid plans. Promotional items from the campaigns were later found distributed around various locations in Cairo including Mobinil stores and the American University Cairo campus.
Montreal International School of Management.
The Montreal International School of Management hired an agency to run a press campaign to increase enrolment. The agency showed the diversity of courses available at the business school. This led to a 30% increase in enrolment that year and the school had to add five new courses the following year to accommodate more students.
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