The campaign for 2B Egypt, a budget retail brand, articulates a clear value proposition centered on delivering great products at unbeatable prices, emphasizing affordability without compromising quality. By positioning itself as a destination where customers can save without the hassle of bargaining, the campaign implicitly promises convenience and straightforward savings. This aligns with 2B’s identity as a brand that meets the needs of cost-conscious consumers seeking genuine value.
Strategically, the campaign taps into a culturally significant behavior in Egypt—the widespread custom of haggling during shopping. Recognizing that negotiation is both a daily ritual and source of social interaction, the campaign uses the relatable insight of a "haggling obsessed family" to connect emotionally and culturally with the audience. The creative angle humorously suggests that after shopping at 2B, where prices are already low, customers may no longer need to haggle. This approach not only highlights 2B’s competitive pricing but also leverages local customs to enhance relevance and engagement. The use of digital and film formats ensures reach and flexibility, targeting shoppers who appreciate both entertainment and value. Overall, the campaign’s market strategy integrates cultural insight with the brand’s performance-led promise to reinforce 2B’s position as a trusted, affordable retailer in Egypt’s competitive retail market.
FORMAT#2 SHOW THE PROBLEM — Highlights a relatable problem, then shows the product as the solution.
This campaign centers on Egypt’s "most celebrated shopping ritual," haggling, presenting it as a widespread behavior before introducing the 2B brand as the reason to stop. The narrative clearly establishes haggling as the consumer’s habitual problem, then positions 2B’s exceptionally low prices as the direct solution—eliminating the need to bargain at all. The set-up and resolution are structured around demonstrating this before/after scenario, making "Show the Problem" its core creative device.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Carrefour Egypt – Positioned as a leading hypermarket chain offering a wide range of products, Carrefour focuses on quality, variety, and competitive pricing. It emphasizes a premium shopping experience with imported goods, loyalty programs, and frequent promotions, catering to middle and upper-middle-class consumers.
2. Spinneys Egypt – Known for high-quality groceries and fresh produce, Spinneys targets upscale customers seeking premium products and superior service. Its strategic angle centers on the freshness of goods, international brands, and a pleasant store environment.
3. Hyper One – Positioned as a value-driven hypermarket, Hyper One combines variety and affordability, appealing to budget-conscious families. Its large-format stores and emphasis on competitive pricing and bulk buying make it a preferred destination for cost-effective shopping.
4. Ragab Sons – This chain differentiates itself by focusing on fresh food markets, especially fruits, vegetables, and meat, with an emphasis on freshness, quality, and affordability. It appeals to middle-income Egyptians preferring local markets with organized retail convenience.
5. Kheir Zaman – Concentrates on accessible pricing and frequent discount campaigns, targeting middle and lower-middle-class consumers. It offers a wide range of products with good quality at affordable prices, positioning itself as a neighborhood convenient retailer with localized availability.
Q: What is Haggle about?
A: Haggle is a campaign created by Vision Advertising for 2B Egypt, launched in February 2018, targeting the retail services market. The campaign centers on Egypt’s culturally significant shopping ritual of haggling, portraying a family obsessed with bargaining who may need to quit the habit after shopping at 2B. Known as a budget brand, 2B offers great value products at low prices, and the campaign highlights this by positioning 2B as a hassle-free alternative where customers can save without negotiating. The campaign uses digital and film media to engage cost-conscious Egyptian shoppers through relatable storytelling and humor.
Q: What creative device does Haggle use?
A: Haggle employs Clapboard’s FORMAT#2 SHOW THE PROBLEM creative device, which highlights a relatable consumer problem—in this case, the habitual practice of haggling—before presenting the brand as the solution. The campaign sets up the narrative by showing the family’s obsession with bargaining, then resolves it by demonstrating how 2B’s already low prices eliminate the need to haggle. This before-and-after structure effectively communicates the brand’s value proposition through a culturally relevant insight, making the problem and solution clear and engaging.
Q: What is the campaign proposition for Haggle?
A: The strategic positioning of Haggle is that 2B Egypt delivers great products at unbeatable prices, emphasizing affordability without sacrificing quality. The campaign targets cost-conscious consumers who are familiar with the local custom of haggling, offering them a convenient shopping experience where prices are already low, removing the need for negotiation. This proposition matters because it aligns 2B with the everyday behavior of Egyptian shoppers while promising straightforward savings and convenience, reinforcing the brand’s identity as a trusted budget retailer in a competitive market.
Q: How does Haggle rank in Clapboard's archive?
A: Haggle has a Clapboard Campaign Score of 61/100, which reflects the campaign’s creative ambition, execution quality, and cultural relevance. This score is issued by Clapboard’s global ad archive as part of its curatorial assessment of the campaign’s overall impact and craftsmanship within the retail advertising category.
Q: Who are the competitors in 2B Egypt's category?
A: 2B Egypt competes with several key retail brands in the Egyptian market. Carrefour Egypt positions itself as a leading hypermarket offering quality, variety, and competitive pricing aimed at middle and upper-middle-class consumers. Spinneys Egypt targets upscale shoppers with a focus on fresh produce, international brands, and a premium store environment. Hyper One appeals to budget-conscious families through large-format stores emphasizing variety and affordability. Ragab Sons differentiates by focusing on fresh food markets with an emphasis on quality and affordability for middle-income consumers. Kheir Zaman targets middle and lower-middle-class shoppers with accessible pricing and frequent discounts, positioning itself as a convenient neighborhood retailer.
ARCHIVE.webp)
