The idea was to engage and start an effective two-way dialogue with our target. The challenge was to find a truthful trigger for them. We couldn’t find anything better than empowerment in a country where nobody is empowered or has freedom of choice. To let the consumer choose and decide on the Product Creation, and be part of creating its packaging and advertising.Engagement and interactivity were keys for this campaign, divided into 3 phases (Invitation, mobilisation and winner flavour phase), supported by TVC's, OOH, radio and interactive media, the campaign mobilised Egyptians to share and cast their choices for Chipy's new flavour.

1. Volume growth of 30%+ VS YAGO (beating plan by 33%). Regaining 8 share points. (Source AC Nielsen).

2. Earned media: • Over a million submissions and 40,000 pack designs by consumers.

• Fan pages on Facebook over 45,000 participating daily.• Worth $1 million of free PR. Newspapers discussing the campaign, magazines using the campaign name on cover pages, internet blogs covering the campaign, episodes of several cartoons based on campaign, etc..3. Image Results:• Favourite +8.

• First Choice +8.• Popular +14.• Fun to eat +7.• Natural +6.• Brand with tradition +8.• Great Advertising +16.• Flavours I like +10.• Attractive packaging +11.