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Edward Oyugi
Portfolio
–Edward Oyugi
“To write is to bring a dream to life.”
BIO
Education: BA Communication, Daystar
University
Years Active: 7
Industries: Advertising, BTL, Editorial,
Digital Marke...
CADBURY’S
Martians Campaign
Best Digital Campaign 2018- MSK
CADBURY’S MARTIANS CAMPAIGN
Problem: Cadbury Dairy Milk sales and market share
were declining for a majority of the  flavou...
ICEA Lion
Back Your Future & Travel
Integrated Campaign
ICEA
Back Your Future
Grand Prix 2018- APA Loeries
ICEA LION: BACK YOUR FUTURE
Problem: Many youth were not taking up insurance
policies or investing in themselves.
Objectiv...
ICEA
Travel Insurance
Campaign Silver 2018- APA Loeries
ICEA LION: TRAVEL INSURANCE
Problem: ICEA Lion had introduced a new travel
insurance policy and needed to communicate it.
...
ICEA
Toto Education
Uganda
ICEA LION: TOTO EDUCATION
Problem: ICEA needed to improve the uptake of its
education policy in Uganda while communicating...
KAPA Oil Refineries
Toss & Prestige
Integrated Campaign
Kapa Oil Refineries
Toss Bright
Silver African Cristals 2017
KAPA: TOSS BRIGHT
Problem: Toss needed to communicate its effectiveness as
a detergent in cleaning brightly coloured garme...
KAPA Oil Refineries
Spread the Fun
Integrated Campaign
KAPA Oil Refineries: SPREAD THE FUN
Problem: Prestige needed to reconnect with its TA with
an aspect of fun.
Objective: Cre...
KAPA Oil Refineries
Let Your Confidence Flow
Integrated Campaign
KAPA Oil Refineries: LET YOUR
CONFIDENCE FLOW
Problem: Toss blue and Toss white’s market share was
dwindling and KAPA Oil R...
Saracen OMD
Club 101
Print Ad
Saracen OMD: CLUB 101
Problem: Saracen needed to communicate to its clients
that it had joined the prestigious Club 101.
O...
Bank of Africa
Najijenga
Integrated Campaign
Bank of Africa: NAJIJENGA
Problem: Bank of Africa was a predominantly SME bank
since it was established in Kenya in 2004. ...
UNGA LTD
Homemade Goodness
Integrated Campaign
UNGA LTD: HOMEMADE GOODNESS
Problem: There was a low awareness in the market about
Amana, two years after its launch. Sale...
Proctor & Gamble
Gillette: Nyoa Ki-Pro na
Integrated Campaign:
Best Overall Campaign 2017/Best Product Relaunch
Campaign: ...
Proctor & Gamble: Nyoa Ki-Pro
Problem: Gillette blades and razors had a low intake
among the intended TA in the market and...
STRATEGY
MFI Document Solutions
MFI: REPOSITIONING STRATEGY
Problem: MFI had rapidly grown in Africa and expanded its
solution provision over the same per...
APA Loeries: Grand Prix, Agency of the Year, Silver (2018)
MSK: Best Digital Campaign 2018
African Cristals: Silver
That’s not all.
edward.oyugi@hotmail.com
0715633351
Edward oyugi portfolio 2
Edward oyugi portfolio 2
Edward oyugi portfolio 2
Edward oyugi portfolio 2
Edward oyugi portfolio 2
Edward oyugi portfolio 2
Edward oyugi portfolio 2
Edward oyugi portfolio 2
Edward oyugi portfolio 2
Edward oyugi portfolio 2
Edward oyugi portfolio 2
Edward oyugi portfolio 2
Edward oyugi portfolio 2
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Edward oyugi portfolio 2

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A view into some of the projects I have undertaken in the advertising industry as a copywriter, account manager, and strategist.

Veröffentlicht in: Marketing
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Edward oyugi portfolio 2

  1. 1. Edward Oyugi Portfolio
  2. 2. –Edward Oyugi “To write is to bring a dream to life.”
  3. 3. BIO Education: BA Communication, Daystar University Years Active: 7 Industries: Advertising, BTL, Editorial, Digital Marketing Expertise: Conceptualization, content development, strategy
  4. 4. CADBURY’S Martians Campaign Best Digital Campaign 2018- MSK
  5. 5. CADBURY’S MARTIANS CAMPAIGN Problem: Cadbury Dairy Milk sales and market share were declining for a majority of the  flavours under the brand. This is despite Cadbury Dairy Milk and Dream chocolate dominating the category. Objective: Increase consumption frequency among target audience and develop awareness on the Cadbury Dairy Milk portfolio range. Solution: We developed a “flavourism” campaign using Cadbury mascots, the Martians to communicate the multiple flavours and their unique personalities using Artificial Intelligence Role: Copywriter
  6. 6. ICEA Lion Back Your Future & Travel Integrated Campaign
  7. 7. ICEA Back Your Future Grand Prix 2018- APA Loeries
  8. 8. ICEA LION: BACK YOUR FUTURE Problem: Many youth were not taking up insurance policies or investing in themselves. Objective: Create an interest among Kenyan youth in investment and build a conversation around the significance of investing in themselves. Solution: We developed a campaign where we paired millennials with industry gurus for advise and insights on how to be distinctive in a cluttered market space. Role: Copywriter Media: Print, TV, OOH, radio and digital. TVC Link: https://www.youtube.com/watch? v=fU5At3gb8vc
  9. 9. ICEA Travel Insurance Campaign Silver 2018- APA Loeries
  10. 10. ICEA LION: TRAVEL INSURANCE Problem: ICEA Lion had introduced a new travel insurance policy and needed to communicate it. Objective: Create awareness of the new travel insurance policy and generate leads for uptake. Solution: We developed a campaign that focused on a character that was always covered regardless of the nation he visited. Role: Copywriter Media: Print, TV, OOH, radio and digital. TVC Link: https://www.youtube.com/watch? v=_Vxtz_-5SeI
  11. 11. ICEA Toto Education Uganda
  12. 12. ICEA LION: TOTO EDUCATION Problem: ICEA needed to improve the uptake of its education policy in Uganda while communicating the benefit of investing in your child’s education. Objective: Develop an impactful campaign that would create a link between a good education and your child’s future. Solution: We developed a simplistic campaign that communicated the age old saying, “the end justifies the means”, through portraying the significance of investing in your child’s education. Role: Copywriter
  13. 13. KAPA Oil Refineries Toss & Prestige Integrated Campaign
  14. 14. Kapa Oil Refineries Toss Bright Silver African Cristals 2017
  15. 15. KAPA: TOSS BRIGHT Problem: Toss needed to communicate its effectiveness as a detergent in cleaning brightly coloured garments. Objective: Communicate Toss Bright’s effectiveness in cleaning coloured fabric. Solution: We developed a campaign that communicated how effective, yet gentle, Toss Bright is in maintaining colour in fabric. Role: Copywriter
  16. 16. KAPA Oil Refineries Spread the Fun Integrated Campaign
  17. 17. KAPA Oil Refineries: SPREAD THE FUN Problem: Prestige needed to reconnect with its TA with an aspect of fun. Objective: Create top of mind awareness among the TA. Solution: We developed a campaign, “Spread the Fun” that literally portrayed the brand in the spaces of the TA. Role: Copywriter Media: Print, TV, OOH, radio and digital. TVC Link:  https://vimeo.com/282873092
  18. 18. KAPA Oil Refineries Let Your Confidence Flow Integrated Campaign
  19. 19. KAPA Oil Refineries: LET YOUR CONFIDENCE FLOW Problem: Toss blue and Toss white’s market share was dwindling and KAPA Oil Refineries was introducing new variants into the market. Objective: Create top of mind awareness among the TA. Solution: We developed a campaign, “Spread the Fun” that literally portrayed the brand in the spaces of the TA. Role: Copywriter Media: Print, TV, OOH, radio and digital. TVC Link:  https://vimeo.com/282871846
  20. 20. Saracen OMD Club 101 Print Ad
  21. 21. Saracen OMD: CLUB 101 Problem: Saracen needed to communicate to its clients that it had joined the prestigious Club 101. Objective: Communicate Saracen’s induction into Club 101 and appreciate their clients. Solution: We developed a print ad that communicated the brand’s steady growth in the market. Role: Copywriter
  22. 22. Bank of Africa Najijenga Integrated Campaign
  23. 23. Bank of Africa: NAJIJENGA Problem: Bank of Africa was a predominantly SME bank since it was established in Kenya in 2004. The brand needed to be more consumer friendly to attract retail customers. Objective: Position Bank of Africa as a consumer friendly bank and increase retail customers. Solution: We developed a campaign, “Najijenga” (I’m building myself) that positioned BOA as the partner to realizing individual dreams for Kenyans. Role: Copywriter Media: Print, TV, OOH, radio and digital. TVC Link:  https://vimeo.com/282875894
  24. 24. UNGA LTD Homemade Goodness Integrated Campaign
  25. 25. UNGA LTD: HOMEMADE GOODNESS Problem: There was a low awareness in the market about Amana, two years after its launch. Sales were also not picking up despite marketing communication. Objective: Develop awareness on the products while targeting a sales increase of at least 50%. Solution: We developed a campaign, “Homemade Goodness” which communicated the nutritious value and diversity of Amana products. Role: Copywriter/Account Manager Media: Print, TV, OOH, radio and digital. TVC Link: https://vimeo.com/321781666
  26. 26. Proctor & Gamble Gillette: Nyoa Ki-Pro na Integrated Campaign: Best Overall Campaign 2017/Best Product Relaunch Campaign: MSK
  27. 27. Proctor & Gamble: Nyoa Ki-Pro Problem: Gillette blades and razors had a low intake among the intended TA in the market and needed to educate consumers on proper shaving techniques and increase uptake. The market share was also dwindling Objective: Develop a campaign that would induce trial and increase retention while educating the TA. Solution: We developed a campaign, “Nyoa K-Pro na Gillette” which attempted to break the Guinness World Record for the most people shaving simultaneously in a single venue. Role: Copywriter/Account Manager Media: Print, PR, OOH, radio and digital. TVC Link: https://vimeo.com/354630148
  28. 28. STRATEGY MFI Document Solutions
  29. 29. MFI: REPOSITIONING STRATEGY Problem: MFI had rapidly grown in Africa and expanded its solution provision over the same period. The brand needed to position itself as a local company with international solutions. Objective: Position MFI as a Pan-African brand with a unique service provision model. Solution: We developed strategy that positioned MFI as a pioneering and ever-present partner in the consumer’s journey to a more productive future. Role: Strategist
  30. 30. APA Loeries: Grand Prix, Agency of the Year, Silver (2018) MSK: Best Digital Campaign 2018 African Cristals: Silver
  31. 31. That’s not all. edward.oyugi@hotmail.com 0715633351

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