A 360 campaign has been developed and launched to communicate the idea, supported by the following elements:1.Announcer TV Ad on top channels to communicate the mechanics of the campaign2.Winners TV Ads showing the different women whom Pril fulfilled their dreams to further build credibility for the campaign3.POSM that were hung in retail shops and flyers distributed to the consumers to further explain the mechanics4.An aggressive outdoor campaign all over Cairo announcing campaign start5.Print Ads in Newspapers and in Cooking Magazines, announcing the winners6.On-ground activities with a branded van moving in the different governorates of Egypt, encouraging consumers to participate7. Radio announcer campaign was launched around Mother's day

Business Results:KPI Before Campaign ObjectiveAchieved Source of DataMarket Share 44% (+1) 45%(+2) 46%AC NielsenBrand Usage 78% (+2) 80%(+10) 88%Henkel Brand Health Tracker Report, “Wave 1, March-April ‘11” SynovatePerceptual Results:KPI Before CampaignObjectiveAchieved Source of DataTOM 59% (+6) 65%(+18) 77%Henkel Brand Health Tracker Report, “Wave 1, March-April ‘11” SynovateAD Awareness 87% (+1) 88%(+2) 89%•Perceptual Results:Behavioral Results: KPI Before CampaignObjectiveAchieved Source of DataFirst Choice Brand 55% (+10) 65%(+14) 69%Henkel Brand Health Tracker Report, “Wave 2, March-April ‘11” Synovate