Tahya Misr Fund - Metro Campaign

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Client: Tahya Misr Fund.

Project Type: Freelance.

Project Duration: 7 days.

Marketing Objective: Increasing recognition and driving donations by creating awareness of Tahya Misr Fund's many initiatives and its impact in Egypt.

Brand Promise: Always serving Egypt citizens through the various initiatives, programs and events.

RTBs: Information provided on metro train doors for each initiative.

Brand Personality: Ready to serve - Loyal - Initiative - Diverse.

Communication Objective: It all happens when each one of us participate in his/her own way either by hand or by donations.

Advertising Appeals: Emotional (Personal appeal - Social appeal - Empathy appeal - Potential appeal).

Mediums: ATL - OOH - Metro stations and metro body.

Demographics: Class (B- | C | D+) - Gender (both) - Age group (25-40) - Location (Greater Cairo) - Language (Arabic).

Psycho-graphics: Personality (Patriots - Ready to help - Real Egyptians) - Values (Reliability - Compassion - Positivity) - Lifestyle (Take metro for transportation).

How we want people to act: Create a word of mouth about TMF initiatives and donate.

Creative Direction: Represent the act of sharing something for something to happen.

Art Direction: Hands joining pieces of a puzzle in order to complete the image to complete. It'll be a close shot of hands because they can be anybody's. The main tagline (نتشارك) should go across the two puzzle pieces because it's the output of the 2 sides participating. The typography will be easy to read because it will include much text and information, and will use a rounded friendly font. Inside the puzzle there will be real images of TMF contributions for each initiative. Each initiative will have a distinctive color either representing its brand or appropriate appeal.

Messaging Hierarchy: Structured in 2 tiers, 1st tier is (نتشارك) which is the main tagline, underneath it the 2nd tier like (عشان خاطر عيونهم) to point out the initiative's objective.

Also on metro doors there will be statistics showing the initiative's achievements.