Zooba: What People Say About Us

Credits & Description:

Media: Case Film
Client: Zooba Eats
Product: Zooba
Agency: Kairo Cairo, Egypt
Entrant: Kairo Cairo, Egypt
Product/Service: Zooba
Idea Creation: Kairo Cairo, Egypt
Media Placement: Kairo Cairo, Egypt
Production: Bigfoot Films Cairo, Egypt
Executive Creative Director: Hesham Ellabban (Kairo)
Creative Director: Montasser Khalil (Kairo)
Senior Writer: Mohamed Ayat (Kairo)
Managing Partner/ Head Planner: Sameeh Selim (Kairo)
Account Planner: Sara El Sherbiny (Kairo)
Content Creator: Mohamed Abdelhamid (Kairo)
Art Director: Nora Aly (Kairo)
Graphic Designer: Omar El Sakka (Kairo)
Vfx Artist: Hazem Ragheb (Kairo)
Digital Media Planning Head: Walaa Abu El Aeinen (Kairo)
Film Director: Tameem Youness (Freelancer)
The Campaign:
The Campaign:
The idea was basically to face the elephant in the room. The one true insight is that egyptians were continuously making fun of Zooba’s high prices. Even its regular customers tend to make fun of themselves on social media for paying that much for street food.
We decided to collect all comments made about Zooba’s sandwich prices and amplify them.
Creative execution:
We collected all jokes made about Zooba’s prices on social media and through street interviews and printed them on Zooba’s packaging, store windows, paper bags, and delivery bikes for a week.
We captured the reactions of people to the printed messages in the shops and on the bags upon delivery and shared them on Zooba’s facebook page for the following two days.
When the social media conversations about “what the hell Zooba is doing” reached its peak, we released a simple video by Zooba’s ceo demonstrating Zooba’s double filling vs. Competition.
Average daily sales increased by 24% after the campaign.
The campaign was picked up online and gained unprecedented free media coverage.
Zooba opened four new stores in Egypt in the past six months.
Zooba became one of 5 top of mind brands among not only egyptian street food chains but also fast food chains in last tracker study.
The facebook amplification of the campaign reached 586 k people organically, that is more than 5 times the number of fans on Zooba's facebook page.
With almost no spend the fanbase grew by 37% on facebook after the campaign.
Zooba is an egyptian street food restaurant chain.
The idea utilised Zooba’s own mediums, which are sandwich packaging, window posters, delivery bags and delivery bikes to communicate the one naked truth about the brand in order to get people’s full attention.
Insights, strategy and the idea:
Our strategy was to utilise all available owned assets to generate word of mouth through Zooba’s customers. We utilised the sandwich packaging, store windows, and delivery bags and bikes. People’s reactions to the messages printed on the various mediums were documented and amplified on Zooba’s facebook page. When curiosity was at its peak we simply released a demo showing Zooba’s double filling vs. Other street food sandwiches.