Bonjorno Coffee mix, Egypt’s best selling and most consumed instant coffee, decided to create a solution through one of the biggest promotional offers.

Buying a Coffee mix sachet granted people the chance to win a luxury apartment through a national raffle.

To announce this generous prize, we had a great idea in mind: a teaser and reveal outdoor campaign.

Drawing attention with a very bold unbranded message that was strategically placed beside the big real state Ads:

A luxury apartment for only 2 Egyptian pounds.

Without stating that the price was the actual Coffee mix Sachet.

The billboard was a huge success making it the talk of the town. Almost every Egyptian was curious striking many news and social media conversations.

As every good mystery looses it’s spark, we quickly revealed our offer announcing that the only thing standing between them and their dream apartment is a Coffee Mix sachet.

Since owning an apartment is considered an essential requirement for parents’ approval of a man to marry a girl amongst the Egyptian middle class, and Egyptian local TV drama series highlighting similar social problems in most of their stories, we chose to create a sound track inspired from a well known drama series' sound track that people in Egypt very much relate to.

Our inspiration was the music of a drama series with a name that literally translates to “honey & tears” to tie our concept with a nostalgic twist. Listening to those nostalgic tunes we created instantly stroke a chord of the pain points related to buying apartments and marriage in Egypt right before we communicated the solution in the form of a promotion where participants can win one apartment resolving that drama.