Cinnabon AFCON 2019

  • Based on researches, Cinnabon is a brand with higher preferences among Women
  • Women tend to cheer for soccer more during important matches as participating the National team in the AFCON
  • Women are occasionally cheerers , so they tend to have limited soccer knowledge

Cinnabon

2019-07-15

THE OBJECTIVES

Engage and empower women that support football. Associate Cinnabon with Matches occasion at home.

THE AUDIENCE

Higher/middle class ladies, Gen Z females

THE SERVICES

We created a catchy tagline " لفنها كورة مع سينابون " to reflect how woman's is a good known with football like men's so we make a 3 copies mainly to target women from different age brackets ( Teenagers, adults, millennials)

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Game Play

This copy mainly focuses on adult women and their expertise in tactical plan in soccer while watching Egypt’s match on the TV with their essentials on the table and the hero is Cinnabon’s cheering box.

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Stadium

The copy focuses on gen z girls and their assurance and confidence of explaining to a group of friend the actual meaning of off-side with showing the offside movements with Cinnabon products to be clearly explained with simple examples.

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Offside

The copy mainly focuses on teenagers girls, on their way to the stadium and that they are ready to cheer for Egypt filled with energy and excitement with their Cinnabon’s “ready to go products”

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Pack Design

Reposition women’s image from the amateur to the expert cheerer

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Reposition women’s image from the amateur to the expert cheerer

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RESULTS

Curegame is a transmedia device at the heart of which is a mobile application downloadable for free on smartphone and tablet. It offers an interactive route in the streets of Cureghem to discover its people and its history. The application is complemented by a documentary and a destination guide teachers.

PLANTS

+ 2000

STARS

+ 1200

SUNS

+1202