Savannah

Creative
- Competitive analysis
- Buyer persona
- On ground survey
- Insights
- Taglines
- Creative communication ideas
- Copies executions & story board
- Artwork
- Media strategy
 2022

Savannah Competitive Analysis

RACK
ADVERTISING
AGENCY

01
 2022

Campaigns Analysis

Rivoli - ‫ريفولي‬
RACK
ADVERTISING
AGENCY

Lux Egypt

02
 2022

Rivoli - ‫ريفولي‬

RACK
ADVERTISING
AGENCY

06
 2022

Sample Of Designs

RACK
ADVERTISING
AGENCY

06
 2022

Sample Of Designs

RACK
ADVERTISING
AGENCY

06
 2022

Rivoli - ‫ريفولي‬

RACK
ADVERTISING
AGENCY
Total Of comments: 256

Total Of likes: 19,500

Total Views : 13 M

The objective of this ad is; increasing

07 engagement and building a
community around Rivoli
 2022

Rivoli - ‫ريفولي‬
Total Of comments: 12

RACK
ADVERTISING Total Of likes: 454
AGENCY

Total Views : 2,518,652

09
 2022

Campaign on Salah Salem Screen

RACK
ADVERTISING
AGENCY

10
 2022

Outdoor Campaign

RACK
ADVERTISING
AGENCY

11
 2022

Outdoor Campaign

RACK
ADVERTISING
AGENCY

12
 2022

On Ground Activity

RACK
ADVERTISING
AGENCY

14
 2022

On Ground Activity

RACK
ADVERTISING
AGENCY

14
 2022

On Ground Activity

RACK
ADVERTISING
AGENCY

15
 2022

Influencers Campaigns

RACK
ADVERTISING
AGENCY

16
 2022

Lux Campaign

RACK
ADVERTISING
AGENCY

17
 2022

RACK
ADVERTISING
AGENCY

22
 2022

RACK
ADVERTISING
AGENCY

23
 2022

RACK
ADVERTISING
AGENCY

24
 2022

RACK
ADVERTISING
AGENCY

25
 2022

Social Media Analysis

Savannah Global
RACK
ADVERTISING
AGENCY

Rivoli - ‫ريفولي‬
Lux

26
 2022

Average Interactions per Post

RACK
ADVERTISING
AGENCY

Max Interactions per Post in Rivoli 30 Max Interactions per Post in Savannah 13

27
 2022
Distribution of Page Post Types

RACK
ADVERTISING
AGENCY

Distribution of Interactions

28
 2022

Sample of posts Weak visuals

RACK
ADVERTISING
AGENCY

30
 2022

Lux Social media

RACK
ADVERTISING
AGENCY

32
BUYER PERSONA
CAIRO
 2022

RACK
ADVERTISING
AGENCY
Gender: Female
Gender: Female Gender: Female
Job Function: HR
Job Function: Teaching assistant at the Job Function: Teacher
Age: 30-35
university Age: 40-45
Social Class: B
Age: 30-35 Social Class: C-
Location: Dokki
Social Class : C+ Location: Marg
Challenge: There are many soap brands
Location : Abbassia Challenge: Her skin is sensitive and most o
in the market, and it can be difficult to
Challenge : She has lectures every day at the soaps
find a good quality type of soap with
07 college, which makes her constantly take make her skin dry and also is cracking.
long lasting smell.
BUYER PERSONA
DELTA
 2022

RACK
ADVERTISING
AGENCY

Gender: Female Gender: Female Gender: Female

Job Function: Housewife Job Function: Data Entry Job Function: Nurse

Age: 45 Age:30-35 Age:35-40

Social Class: B Location:ٍ Alex Location: Monufia

Location: Damietta Social Class: C+ Social Class: C-

Challenge: Hend’s friends are using another Challenge: She is afraid that the quality of Challenge: Noha has three children and

product, Savannah will be low like other she suffers from the soap that she uses.

07 and she started using it, but she found competitors It does not last for a long time and makes

Savannah
BUYER PERSONA
UPPER EGYPT
 2022

RACK
ADVERTISING
AGENCY

Gender: Female Gender: Female Gender: Female

Job Function: Accountant Job Function: Housewife Job Function: Housewife

Age: 40-45 Age: 30-39 Age:30-35

Social Class: B Social Class: C+ Location: Beni Suef

Location: Qena Social Class : C-

Location: Assiut

Challenge: Hanan loves fragrances, she Challenge: Her income isn't enough to
Challenge: Salma is obsessed with
buys many products but she is suffering buy a lot of soaps for home, and she is
cleanliness and she uses soap a lot. She
from high prices and short life of soaps. suffering from soaps that ends fast and
suffers from different bad soaps, that has
Need: She needs a soap that has a long expensive at the same time.
07
a little foam and doesn't have a unique
lasting with good smell and affordable Need: She needs soap to be used at
Insight 1: This kind of people needs to feel fresh with soft touch to start her day perfectly with the perfect quality of
soap. She needs to start her day, Right!

Insight 2 : People who love the long lasting fragrance and beautiful smell that is emanating from their bodies during their
day; they use Savannah soap.

Insights 3 : People who are not enjoying taking a shower, due to the cracked soap. This is disturbing their peace and
mood. They need that feeling of softness on their skin during the shower. They need Savannah

Insight 4: People are confused among the many soap brands in the market, so it is difficult to know which one is the best
in quality with a history like Savannah that has 25 years in market and characterized by best quality. So, they need to
know that.

Insight 5 : From an old prospective, women were considering soap in home only for cleaning purpose. Now, women are
changed their prospective to consider soap as luxuries piece which gives them the softness and quality for all usages.

Behaviour : Savannah soap is fulfilling all women’s needs throughout its USPs for all usages.
 Taglines Proposal

‫سافانا رس جمالنا‬ ‫ورود بتدوم لجمالك‬ ‫سافانا بتقدر جمالنا‬

Savannah, the Roses, endure Savannah,
secret of our for your beauty appreciates our
beauty beauty
Direction 1
 Rational
Every woman has her own different beauty, she needs her beauty to be appreciated. Only
at this time she feels confident. Her long lasting perfume gives her confident anywhere and
anytime. Savannah gives her what she is looking for with an amazing flowery fragrance.

Savannah soap is Number 1 in Egypt and has different USPs (not cracking - characterized by
the smell of roses - lasts for more than 14 days - characterized by super softness) will fulfill
all women’s needs. So, Savannah is appreciating you and giving you what you are looking
for….
So,
(Roses, endure for your beauty)
‫ورود بتدوم لجمالك‬
Family Usages The power of the Number 1 Lasts for 14 days You must try it
fragrance & 25 years It deserves the
softness try.
NO cracking The power of the More foam Lasts for 14 days
fragrance
 Direction Approach
Type of ad: Jingle
Lyrics: 70% features - 30% emotional
Characters: Hero Girl
Theme: Joy, flowers, freedom, confidence, and beauty.
Body: She starts her day, full of energy, happiness, comfort, and free while her different usages for
Savannah soap.

Direction overview
Roses are essential in every scene
Hero is feeling happy, free, and strong due to the effect of Savannah soap building on her psychological
status.
 ‫‪Jingle lyrics‬‬
‫صاحيه رايقه حاسة اه بحب كبير‬
‫فايقه بادئة يوم جديد احلي كتير‬
‫ناعمه زي ورده‬
‫روحي طايره طير‬
‫رايقه فايقة حاسة لمسة مني غير‬
‫سافانا نانانا‬
‫سافانا نانانا‬
‫نهار جديد و شمسه طالعه منوراني‬
‫بيدق قلبي ودقته زي االغاني‬
‫حاسه بحالة حلوة‬
‫سنه‬
‫اكتر من حلوة ِ‬
‫وسنه سنه سنه يزيد جمالي‬
‫سافانا نانانا‬
‫سافانا نانانا‬
‫‪CTA‬‬
‫جربي سافانا اتستمتعي بلمسة النعومة ورغوة بريحة الورود الطبيعية اللي بتدوم ومبتشققش معاكي‬
‫سافانا الصابون رقم واحد في مرص‬
‫سافانا …ورود بتدوم لجمالك‬
‫‪Couplet 1 \ Verse 1‬‬ ‫صاحيه رايقه حاسة اه بحب كبير‬
‫فايقه بادئة يوم جديد احلي كتير‬
‫ناعمه زي ورده‬
‫روحي طايره طير‬
‫رايقه فايقة حاسة لمسة مني غير‬
‫‪Seino \ Chorus‬‬ ‫سافانا نانانا‬
‫سافانا نانانا‬

‫‪Couplet 2 \ Verse 2‬‬

‫نهار جديد و شمسه طالعه منوراني‬
‫بيدق قلبي ودقته زي االغاني‬
‫حاسه بحالة حلوة‬
‫سنه‬‫اكتر من حلوة ِ‬
‫وسنه سنه سنه يزيد جمالي‬

‫‪Seino \ Chorus‬‬ ‫سافانا نانانا‬

‫سافانا نانانا‬
‫‪Family‬‬ ‫‪The power of the‬‬ ‫‪Number one‬‬ ‫‪Lasts 14 days‬‬ ‫‪You must try it‬‬
‫‪fragrance & softness‬‬ ‫‪25 years‬‬

‫‪Lyrics‬‬ ‫ناعمه زي ورده‬ ‫سافانا …ورود بتدوم سافانا الصابون رقم واحد‬ ‫ي‬
‫اتستمتع‬ ‫جرب سافانا‬
‫ي‬
‫روحي طايره طير‬ ‫في مرص‬ ‫بلمسة النعومة ورغوة‬
‫لجمالك‬ ‫بريحة الورود الطبيعية‬
‫رايقه فايقة حاسة لمسة‬
‫اللي بتدوم ومبتشققش‬
‫مني غير‬
‫حاسه بحالة حلوة‬ ‫معاكي‬
‫سنه‬
‫اكتر من حلوة ِ‬
‫وسنه سنه سنه يزيد‬
‫جمالي‬
‫استمتعي بإحساس النعومة وريحة العطور الطبيعية من سافانا‬
‫يوم ‪ 14‬صابونة سافانا مبتشققش وبتعيش أكتي من‬
‫في مرص ‪ 1‬النها الصابونة رقم‬
‫سافانا بتقدر جمالنا‬
 Executional References

https://youtu.be/wXzsW_1tLYo (for flower mood )

https://youtu.be/otej7WLdPh0 (for demo )

https://youtu.be/kUnVIzLVEWs
(for freshness mood )
https://youtu.be/RUYC5ljx3vw

https://youtu.be/V55jMKDiDA8 ( for dance with flower)

Direction-2
Narration Copy
 Rational
Every woman has her beauty secrets, she keep her secrets to herself. A woman does not
like to reveal the secret of her beauty to anyone.
The secret is for valuables that are not to be disclosed. Like: treasure place, expensive and
precious things like Savannah with its USPs; The secret has been revealed. Because ،we
can't hide Savannah's obvious features.
With Savannah soap features, the secret will be revealed easily. As, Savannah soap is the
Number 1 in Egypt and has different USPs (not cracking - characterized by the smell of roses
- lasts for more than 14 days - characterized by super softness) that are fulfilling all
women’s needs thus keeping her beauty.
So,
(Savannah the secret of women’s beauty)
‫سافانايرسيجمالنا‬
‫‪Script‬‬
‫كل واحدة ليها جمالها اللي بتتميي بيه عن غيها ‪..‬إلن جمالك بيحكي عنك وبيعيي عن شخصيتك‪ ،‬وكل جمال ليه رس ‪......‬مش‬
‫سهل حد يعرفه…‬

‫الرس في ريحة الورد الموجود في سافانا‪....‬‬

‫هش …متقوليش‬

‫ده غيي رغوتها يولمسه نعومتها ‪….‬اللي بتملي كل المكان حوالينا‬

‫حتي لو في يوم شغل طويل ‪….‬ساڤانا ريحتها معايا بحس ابي ملكة‪ ،‬طايرة ‪...‬‬
‫سافانا رس اه …بس سهل يتعرف ‪…..‬ألنه رس جمالنا‬
‫‪CTA‬‬
‫جربي سافانا و استمتعي بلمسة النعومة‬
‫ورغوة بريحة الورود الطبيعية اللي بتدوم‬
‫و مبتشققش معاكي‬
‫سافانا الصابون رقم واحد في مرص‬
‫سافانا رس جمالنا‬
‫‪Secret of our‬‬ ‫‪Foaming‬‬ ‫‪Family‬‬ ‫‪Smell‬‬ ‫‪Beauty‬‬
‫‪beauty‬‬

‫وكل جمال ليه رس‬ ‫وكمان رغوتها اللي‬ ‫االرس في ريحة وميي فينا مبيحبش‬ ‫كل واحدة ليها‬
‫‪......‬مش سهل حد‬ ‫بتملي كل المكان‬ ‫ف الورد‪….‬‬
‫مي الورد الموجود ي‬
‫الل بتت ي‬
‫جمالها ي‬
‫يعرفه…‬ ‫حوالينا‬ ‫… موجود بس في‬ ‫سافانا‪....‬‬ ‫بيه عن غيها ‪..‬إلن‬
‫سافانا …‬ ‫بيحك عنك‬
‫ي‬ ‫جمالك‬
‫سافانا رس جمالنا‬ ‫وبيعي عن‬
‫ي‬
‫شخصيتك‬
‫ساڤانا ريحتها‬
‫معايا بحس ابي‬
‫ملكة‪ ،‬طايرة‪..‬‬
Executional References

https://youtu.be/wB4KMYIdFUU

https://youtu.be/OIG1t12wtGQ
Direction 3
 Rational
Women like familiar jingles. Famous rhythm is clicking with customers in addition to lyrics
and engaging with audience and increase the brand share of voice among clutter.

Savannah soap features will be communicated easily within our famous rhythm. and will
increase features recall through the jingle. Everyone will sing it and recall Savannah with
it’s premium features as well.
 ‫‪Jingle lyrics 2‬‬
‫صاحيه رايقه حاسة اه بحب كبير‬
‫فايقه بادئة يوم احلي بكتير‬
‫ناعمه زي ورده‬
‫روحي طايره طير‬
‫سافانا نانانا‬
‫سافانا نانانا‬
‫رايقه فايقة حاسة لمسة “مجناني‬
‫نهار جديد و شمس طالعة ‪….‬منوراني‬
‫بيدق قلبي دقته زي ال ‪….‬زي االغاني‬
‫اول حاجات في بدايه يومي‬
‫طبعا سافانا‬
‫ريييييييييحة‬
‫ريحه بتشيل كل همومي‬
‫تنعم ترغي وتفرفشي يومي‬
‫ريييييييييحة‬
‫ريحه بتشيل كل همومي‬
‫تنعم وتفرفشلي يومي‬
‫سافانا نانانا‬
‫سافانا نانانا‬
 Musical References

(20) ‫إحنا فريش وفرافيش‬... ‫إحنا فريش نحب نعيش‬-

YouTube

(20) ‫إعالن فريش الجديد رمضان‬2020 - YouTube

https://youtu.be/eOMhOjgNd7Q
Storyboard Frame
Direction 1
Frame Scene 1

‫ عل صابونة سافانا‬close shot

·
 ‫‪Frame Scene 2‬‬

‫‪ medium shot‬لفتاه تقوم بغسل وشها في الصباح وتطتي الورود‬

‫·‬
Frame Scene 3

‫ بنت تـأخذ شور مع الفوم‬medium shot

·
 ‫‪Frame Scene 3‬‬

‫‪ close shot‬عىل كتف الفتاة اثناء االستحمام مع الفورم وتطاير الورود‬

‫·‬
 ‫‪Frame Scene 4‬‬

‫‪ medium shot‬للفتاة أثناء االستحمام وهي تستمتع برائحة الورود الق يوية‬
‫·‬
 ‫‪Frame Scene 4‬‬

‫‪ close Shoot‬عىليايديهايوهيتلمسيجسمهاي لمسة واحساس النعومة‬

 ‫‪Frame Scene 5‬‬

‫‪ long shot‬فتاه تنظر عىل نفسها بسعادة في المراية غرفتها وتطتي والورود من حولها‬
‫·‬
 ‫‪Frame Scene 6‬‬

‫‪ medium shot‬للفتاة تنظر نظرة ثقة اثناء الذهاب اىل العمل في الشارع‬
‫·‬
 ‫‪Frame Scene 7‬‬

‫‪ medium shot‬لصابونة سافانا ‪Demo‬وسط الورود الطائرة‬

Storyboard Frame
Direction 2
 ‫‪Frame Scene 1‬‬

‫‪ medium shot‬لفتاه تقوم بغسل وشها أمام المرايا في الصباح وتطتي الورود‬
‫·‬
 ‫‪Frame Scene 2‬‬

‫‪ medium shot‬لبنت تجلس في البانيو وحواليها الورود والرغوة‬

‫·‬
 ‫‪Frame Scene 3‬‬

‫‪ medium shot‬للبنت وهي تنظر أمام المرايا وتحدث نفسه‬

‫·‬
 ‫‪Frame Scene 4‬‬

‫‪ medium shot‬للبنت وهي تتحرك بالغرفة وهي تشعر بالسعادة‬

‫·‬
 ‫‪Frame Scene 5‬‬

‫‪Mediem shoot‬والبنت تتحرك في المكان بكل ثقة وحواليها الورود‬

 ‫‪Frame Scene 6‬‬

‫‪ medium shot‬البنت تجلس أمام الترسيحة والورود تتشكل عىل شكل برفيوم بجانبها‬
‫·‬
Media strategy
Copy Objective Period

Full Copy 30” Awareness 2 weeks

Cutdowns 20” - from the main Engaging and increasing 1 Week

copy brand recall

Tacticals - Demo 01 - 02 - 03 Increase brand trials and trust Random - 2 weeks