FMCG Brand 'Haircode' in Egypt goes Digital

Fast moving consumer goods companies are now increasing their focus on the digital medium, with larger budgets for some of their brands.

Marico is one of those companies which have realized the importance of digital media and is using it to engage and talk to its consumers.

Marico has come up with new national consumer promotion for its brand 'Haircode' & has launched limited edition promotion packs which entitles consumers to win all expenses paid trip to cheer the Egyptian Football National team in South Africa in 2009.

Commenting on brand going digital Abhishek Ahluwalia, Head Marketing, Marico Egypt said, "With internet penetration on a rise and consumers spending more time off TV, it is necessary that we evaluate digital medium (Online & Mobile) to communicate and engage with our consumers. Digital media not only gives focused reach at much less cost but also creates image for the brand."

"FMCG companies must change their mindset in the Middle East to use digital more effectively. The trend currently is talking at consumers through TV, Print or the other mainstream media rather than with them. However; when a brand goes digital, one of its main advantages is that we can measure the campaign's success rate instantly on a daily basis which in turn gives the brand and the agency the flexibility for positive change where necessary. Thus, digital in today's world, given the recession, has moved up in magnitude, and should now be considered as main medium to compliment any media activity," says Medhat Amin, Managing Director, Mindshare Egypt.

Ahluwalia added further, "We have used popular websites like MSN Messenger, Facebook, Yallakora, FilGoal and Masrway in our media plan and used Mobile innovatively by sending WAP push multi media messages, IVR's, sponsoring messages to our consumers. That said digital media in case of FMCG can become a good support medium to give a halo effect to the campaign but not necessarily a lead medium in Egypt yet to build brand equity."

"Initial response of the campaign on off-takes is very encouraging. While campaign is still on-going, this will really boost image of Haircode amongst consumers and trade," said Satish Veerappa. Head Sales Marico Egypt.