Digital Boom

Category: Case Studies

  • ElCoach Releases 2020 Numbers- DB Exclusive

    ElCoach Releases 2020 Numbers- DB Exclusive

    Today, ElCoach, MENA’s premier on-demand fitness, and nutrition app released its Year in Review 2020 and we are seriously impressed.

    With demand on Fitness apps growing by 46% during COVID-19’s first wave, it looks like this team worked harder to offer Arabs a chance to be slimmer and healthier.

    Assem Emam, CEO & Co-Founder of ElCoach.Inc says “(we) worked like a beehive to grow our business in this tough time.”

    He adds “(aiming to) help people of the MENA region find new and creative ways to stay fit and maintain a healthy lifestyle.”

    Work paid off for Users and ElCoach

    As the “best-in-class workouts engine in the MENA region”, ElCoach adapts users’ next workouts to push them faster & smarter towards achieving their goals.

    Since it is a community-based model, the ElCoach community has collectively performed 2,843,388 workouts during 2020 to lose weight, gain muscle, or increase their fitness level.

    No Couch but more Coach

    The app also pushed users to turn their locked-down living spaces into gyms with the use of virtual fitness with videos.

    As demand for “at home workout programs” with 8 times the size of demand for gym-based workouts. 90% of the demand was targeted towards “Weight Loss”.

    Forget Baking, how about 150 K of Healthy Meals?

    With ElCoach focusing on nutrition as part of a healthy lifestyle, their year-in-review shows users being less interested in stressing about calories and BMI.

    Instead, users were more about nutritional factors like food macros and environment-friendly ingredients.

    The app now boasts a roster of delicious vegetarian/vegan meals which empowered the ElCoach community to cook 157,369 healthy meals and eventually burning 165,864,300 calories collectively.

    And with the economy suffering in 2020, 69% of ElCoach users opted for “pocket-friendly meals”.

    Sweaty Steps for the Win

    In November of 2020, ElCoach introduced a progress tracking & step counting feature to aid users in setting goals and measuring the progress of their steps, workouts, calories, and water consumption all in one place.

    So, ElCoach community collectively walked  23,240,147 steps, and consumed 2,171,493 cups of water.

    The Icing on the Healthy Cake

    My most inspiring number, reading this report, was the fact that 88% of ElCoach’s premium subscribers reporting “noticeable change in their body shapes & fitness levels after trying ElCoach for the first few weeks”

    It seems the app’s focus on offering a truly local and inclusive perspective on fitness gave the users a push to truly maintain a healthy yet very attainable lifestyle.

    Assem wraps it eloquently, saying “It fuels our energy to know that our product resonates with customers and is fueling them to lead healthier and more fulfilling lives.”

    Learn more about ElCoach Year in Review 2020 Report here.
    Got a case study to share with us? Hit us up at [email protected]
  • Case Study: La Poire Wins Socially Distanced Ramadan

    Case Study: La Poire Wins Socially Distanced Ramadan

    Tarek Nour Communications (TNC) released a short and sweet case study on their Ramadan 2020 Campaign for La Poire, and we believe it is marketing gold.

    In the two-minute case study published on Youtube, TNC demonstrated the change in Egyptians’ lifestyle this Ramadan for almost everything due to the COVID-19 pandemic, but, for a famous 45-year-old patisserie brand in a country fascinated by Ramadan desserts and is keen on sharing them in close-knit family gatherings even during the pandemic.

    In a COVID-19 weary era, selling Ramadan desserts posed a severe challenge. Only family gatherings were limited, and a lockdown was killing the vibe. But we can always rely on TV to remain a Ramadan Fixture.

    TNC resorted to Nostalgia mixed with humor in a series of social posts with little to no media spending to remind Egyptians of timeless TV series dubbed in catchy fun conversations about La Poire’s Ramadan Desserts.

    Viewers were laughing, and more importantly, they were engaged.

    The concise videos became an instant viral hit on Social Media, with views totaling 5.1 Million. Users were commenting, sharing, tick-tocking it, and just laughing at a time of uncertainty and face masks.

    According to TNC, La Poire, a proper household name of everything sweet in Egypt, increased its sales by 50% nationwide. The campaign further established the brand’s place as Egypt’s dessert sweetheart.

    Why is this marketing gold?

    1. Little to No Media Spend

    TNC didn’t need to spend money on buying ad slots or employ digital advertising. It didn’t interrupt every Youtube video, but the content proved to catch the attention of customers.

    2. Celebrities without the big paycheck

    Every Ramadan, it became customary to see the odd post about how much each celebrity gets paid for a Ramadan campaign. This time the production, while featuring stars like Mahmoud Abd El Aziz (RIP) and Raghda, didn’t necessarily need the big paycheck. They just recycled some of Egypt’s all-time favorite Ramadan TV shows from the 1980s and 1990s.

    3. Nostalgia doesn’t have to be sad

    Contrary to several other campaigns, this one proved to be nostalgic about times long gone doesn’t mean one should be sad or remorseful. Instead, remembering the good old days can still happen with a big grin on your face.

    4. UGC is the future

    We don’t know about you, but sometimes it feels like when brands “talk” to you, it stops being fun and becomes more like a lecture about how cool they are. Enter User Generated Content, which prompts each one of us to feel like they are part of an immense universal feeling that they MUST interact with.

    It is fun for the user and becomes free traffic for the brand. In essence, we all become brand ambassadors for the brand without the hefty influencer price-tag and with much bigger reach than anyone.

    5. We all need to learn

    TNC publishing a short case study is the right step in demonstrating to budding marketers and creatives, and releasing case studies is each creative’s way of teaching others. The community becomes more knowledgeable, more creative, and, more importantly, more determined to produce, learn, and educate others.

    Got a case study you want to share? Show us! [email protected]

  • 10 tips for managing a successful cause on Facebook

    10 tips for managing a successful cause on Facebook

    Witnessing the suffering of Egyptian single mothers, I started a Facebook group in 2016 in an attempt to shed light on the challenges that put shackles on millions of women in the country.

    In just a few days, I started getting thousands of requests from women to join the group. Women who wanted to share their stories in a safe environment, seek advice and get support.

    The group grew from few friends to 2,000 in the first month, reaching over 42,000 in two years. Our voices were finally heard. In the first months, I started receiving interview requests from the media. The first was from BBC Arabic.

    See Also: Useful Tips To Grow Your Facebook Group

    The group snowballed into a movement attracting parliamnent members, women rights groups, lawyers and thousands of volunteers across many professions, all contributing to support the cause.

    They say compassion will always alleviate suffering. We solved hundreds of problems. We found women jobs, returned kidnapped children to their moms, paid their debts, covered their medical and educational expenses, among others. Above all, we managed to influence the policy agenda.

    Managing a group that advocates for a cause on facebook is no easy task. It requires a lot of effort, passion and commitment.

    Here are my two cents on effective advocacy using Facebook groups.

    1- Create a safe environment

    A safe group is where people won’t feel abused, mistreated, bullied, offended or pressured in any way.

    As group Admin, it’s your responsibility to create a safe environment for your group members. Regularly checking profiles, filtering group members, following up on comments, ensuring compliance with group rules should be a daily practice.

    2- Build your brand

    To get the buy-in of people and attract more members, you need to build a unique brand. Let your group develop a reputation for being genuine, supportive and effective. You need to practice what you preach and rise up to the responsibility.

    Always remember that actions speak much louder than words. You should always communicate your group’s efforts and impact on members’ lives.

    3- Have a clear mission

    You need to describe your cause in a clear mission statement. Say what the group is all about, its objectives and what do you intend or aspire to achieve. This will help you build more credibility and fulfill your mission more effectively.

    It’s important to keep reminding your group community of your mission to set the tone and remind them of the bigger goal you’re trying to achieve.

    4- Set group rules

    Develop a set of rules that serve your cause to maintain a healthy and safe environment for your group members. Rules should promote kindness, courteousness and respect for everyone’s privacy. Hate speech and bullying should be firmly dealt with.

    Cause related groups should also refrain from accepting promotional, irrelevant links or posts.

    5- Be consistent

    You will come across several situations where you will need to make decisions pertinent to members attitudes and directions. You must always be consistent to demonstrate confidence, fairness, and show that you have a clear set of rules in place.

    6- Don’t get dragged

    People will drag you into irrelevant topics and will want to get you out of your way. Avoid getting into politics, religion, personal values and beliefs. Be clear, firm and and outspoken about it. Make no exceptions. A rule is a rule. It applies to the group admins, moderators and members. Rules are meant to organize work in the group, protect members, create a safe environment and help achieve the group’s objectives.

    7- FAQs

    List answers for frequently asked questions, and other important topics related to the group. The same questions will be asked quite often as new members join in. Don’t waste your time writing the same answers over and over again, it’s better to invest your time in extra group support activities.

    8- Post wisely

    Don’t write too many or too little posts. People will lose interest if you write too much and if you fail to communicate regularly. There is no magic number for how many posts you should write but one to two posts per day should be enough to keep the group engaged.

    9- Communicate impact

    A cause group is all about support and impact. Show members what problems have been solved through the group community. Communicate all key activities that promote your cause and highlight any achievements. This will bring hope to your group members, build credibility and attract more supporters.

    10- Stay organized

    Create files for important data, activities and achievements, among others. Delegate tasks to passionate volunteers after carefully selecting them. A bad admin or moderator may ruin the group and jeopardize its credibility. Keep monitoring progress, evaluating and improving. This will help you stay on track and move on to the next advocacy goal.

    If you have other ideas or tips for managing causes on Facebook, please share them in the comments section. I look forward to hearing from you!

  • Mohamed Salah – A True Inspiration to the Arab World

    Mohamed Salah – A True Inspiration to the Arab World

    Every minute Mohamed Salah scores, a reverberation of football fans in the streets is heard. This is not Liverpool or Anfield. This is Cairo and Egypt as a whole. The scenes at Liverpool are replicated across Egypt. This is how Mo’ Salah is in his homeland.

    Sunday, social media users in Egypt and many Arab countries were full of praise and pride for the Liverpool forward, Mohamed Salah after he was named the Professional Footballers’ Association Player of the Year 2018 in England. He became the first Egyptian footballer to win the PFA prestigious award.

    Mohamed Salah wins PFA award
    Photo credit PFA

    He is the second African footballer to win this prestigious award, after Leicester City’s midfield, Riyad Mahrez – an Algerian, won it in 2016.

    In his speech, he said that it was an honor as he was voted by players. He claimed that he didn’t get a chance at Chelsea and thus, he had to return (to EPL) to show everyone his football. He termed himself a different person, player, and man, to the one he is now as compared to the one he was at Chelsea.

    Liverpool manager Klopp said that he is happy to have an opportunity to coach Salah. He joked by telling Salah “Please grab the trophy, and head back home. We are playing on Tuesday.”Mo Salah has been an inspiration and motivation to many, who have now nicknamed him, “Egyptian King.”

    Salah, 25, has scored an implausible 31 goals this season, with three games still to go before the end of the season.

    In Egypt and many Arab countries, his news was posted on the front pages of newspapers. The hashtag #الاسطورة_محمد_صلاح (The Legend Mohamed Salah) went viral and has been tweeted more than 25,000 times as fellow compatriots paid tribute to this cherished Liverpool player.

    Everything he touches goes into the net.

    Having scored 31 goals in 33 English Premium League games for Liverpool side, Salah leads the race for the coveted Golden Boot, and he’s on course to scoop another prestigious award for Premier League best scorer for 2017/2018 season.

    His 31st goal against West Brom on Saturday put him on par with Alan Shearer, Luis Suarez, and Cristiano Ronaldo, who share the same goalscoring record in a single season.

    The Liverpool forward beat Harry Kane, Kevin de Bruyne, David Silva, Leroy Sane, and David de Gea, in the vote by Premier League players.

  • Sponsors hijack Egypt’s World Cup 2018 airplane branding

    Sponsors hijack Egypt’s World Cup 2018 airplane branding

    On Tuesday, Egypt revealed the 2018 World Cup airplane sparking frenzied criticism on social media over the state-owned mobile operator’s excessive branding, which dominated the paintwork.

    Egypt's national football team airplane branding, Sponsors hijack Egypt's World Cup 2018 airplane branding
    Photo Credit: ON Sport

    “These are not the colors of the Egyptian national team… I feel like this is the airplane of WE’s team,” said Osman Badran, founder of Brand Bees advertising agency, in a Facebook video post that was shared over 600 times.

    Badran also criticized the quality of team photos and their placement, noting that some key members, like Goalkeeper Hadari and Coach Cooper, were sidelined.

    “Having a branded airplane for our national football team is something we should all be proud of, but it has to be done right for Egypt’s image,” said Badran.

    World Cup 2014 Airplanes

    Most countries are yet to reveal their national team airplanes, but here is a look at some of the 2014 World Cup planes. Germany’s Lufthansa went for a simple, elegant design while changing its name temporarily to Fanhasa. Air Berlin also changed its name to Fan Force One, mimicking Air Force One, which carries the president of the United States.

    Twitter shares the same opinion

    Thoughts!

    Reporting by Ahmed Maher; Editing by Sara El-Khalili

  • McDonald’s Egypt Misspellings Spark Viral Campaign

    McDonald’s Egypt Misspellings Spark Viral Campaign

    Egyptians mocked McDonald’s on social media platforms over misspelled Arabic words seen on donation boxes for Ezbet Khairallah’s education development project.

    The fast food giant made those intentional spelling mistakes to spark interest and raise awareness about the cause.

    Launched two weeks ago, the CSR campaign initially failed to attract attention. The Arabic misspellings helped McDonald’s grab people’s attention, provoking them to interact with the brand online and post sarcastic comments about the irony of misspelling words in a campaign raising money for education.

    McDonald’s Misspellings Explained

    McDonald’s consistently replied to people’s mockery with the following message, “Disturbed by the spelling mistakes? You have the right to, but not everyone has the same education chance. Watch the video to know more.”

    Ezbet Khairallah Project

    McDonald’s joined forces with Kheir Wa Barka NGO to renovate Egyptian public schools and nurseries, donating a percentage of its Happy Meal sales for the massive CSR project.

    Credits: 

    • Client: McDonald’s Egypt
    • Creative agency: FP7/CAI
    • Digital agency: Digital Republic
  • The Colour of Corruption Case Study

    The Colour of Corruption Case Study

    THE COLOUR OF CORRUPTION

    RECLAME AQUI | GREY BRAZIL

    “To fight corruption is to make it visible.”

    The Colour Of Corruption is a simple browser plugin that makes each corrupt politician by highlighting their names in purple, all of their official records of accusations, investigations and convections have been collected and exposed in anyone’s browser.

    To see what they got to hide, simply mouse over their names in purple, and all the unreachable data becomes easily available on a list, whether you’re searching on google, social media, news website or even viewing these politicians’ official profiles on social media.

  • What We Can Learn About Proactive Marketing From Cook Door’s Viral Moment of 2017

    What We Can Learn About Proactive Marketing From Cook Door’s Viral Moment of 2017

    Cook Door, the Egyptian fast food chain, probably made this year’s most memorable feel -good moment on social media.

    And it all started with one seemingly simple Facebook post.

    Like any other hungry person in the world with an Internet connection, Malak Boghdady made known her cravings for fast food- specifically, Cook Door’s Shish Tawook sandwich on Facebook. It was just an innocent post, just one of the many others that would usually get buried among the tons of pictures, statuses, and updates that get featured on one’s Newsfeed on a daily basis.

    No one expected it to blow up, but blow up it did- in an extraordinary spectacular fashion that you wouldn’t expect from a local fast food chain.

    Cook Door immediately sprung into action soon after reading her post. Through their marketing team representative Ahmed Hassan, they reached out to Malak and told her that she’ll be receiving her desired Shish Tawook sandwich on the house.

    Malak Boghdady post for cook door
    Screenshot from Facebook / Malak Boghdady

    Going Viral on Social Media

    Cook Door’s generosity could’ve stopped at that, but the company went way above and beyond what is expected.

    After learning of her good experience with Cook Door, Malak’s friends soon joined in on the fun; they started to jokingly post that they wanted Cook Door fare for themselves too. But instead of ignoring them, the company actually complied! Cook Door got their numbers and sent them their meals too. Posts and shares started streaming in and the whole thing went viral in a blink of an eye.

    Traffic on Cook Door’s Facebook page increased ten -fold. Due to the overwhelming number of shares, posts, and mentions, Cook Door instead started sharing EGP100 gift vouchers to their followers on Facebook Messenger to make everything more streamlined and systematic and to keep the good will going.

    Some Cook Door viral posts

    cook door viral social media post
    Facebook / Alia awwe
    cook door viral marketing on social media
    Nurhan Ibrahim
    cook door viral social media post by biko
    Facebook / Biko B. Ibrahim

    Great Example of Proactive Marketing

    After all the recent news on rising fuel prices and inflation, a feel good story like this is a breath of fresh air.

    It’s a clear cut case of great proactive marketing a win-win situation for both the company and the consumers involved. Just by the simple act of reaching out to their customers on social media,

    Cook Door managed to make a positive impression on their followers and the general public that will be remembered for a long time.

    How they handled the virality is impressive too. Of course, it’s understandable that the company wouldn’t be able to comp meals for every person who contacts them on Facebook and Instagram, so the EGP100 vouchers are a great compromise.

    cook door viral advertising, social media
    Cook Door responds to viral posts with promo code via Messenger

    What We Can Learn From This:

    Proactive Marketing on Social Media Can Be Cheaper and More Effective Than Traditional Marketing

    A TV ad can cost thousands of dollars. Probably a whole lot more than what Cook Door had spent in the meals and vouchers that they gave away.

    Going Above and Beyond Is Always Appreciated

    There really is no reason for Cook Door to give out those meals and vouchers. But they really extended themselves to make a large portion of their customer base happy, and their effort shows. This act will surely be remembered for a long time.

    Don’t Underestimate the Value of One Customer

    Malak was only one customer out of many. However, one customer alone can bring in thousands more if you manage to make a good impression on him or her.

    Hopefully, other companies can learn from Cook Door and follow the company’s footsteps. People need more of these feel-good social media moments.

  • Why Middle East marketing and politics don’t mix

    Why Middle East marketing and politics don’t mix

    Growing up in the region, I was (and still am) far too talkative. To keep me from getting into trouble, I was told, in no uncertain terms by my late father that I shouldn’t talk about politics, religion and sex (this always made me laugh as he’d proceed to do exactly what he advised me against).

    His words should have been heeded by the marketing team at Pizza Hut’s Israel franchise. For those who haven’t yet read the story earlier last week. the fast food chain’s Israeli branch doctored a picture released by Israeli police allegedly showing Palestinian prisoner Marwan Barhgouti breaking his fast by eating a chocolate bar. In Hebrew, Israel’s Pizza Hut marketing team wrote: “Barghouti, if you’re going to break a strike, why not pizza?” The chain also Photoshopped a pizza box onto the floor of the prison cell along with a slice of pizza in the sink.

    Unsurprisingly, the stunt backfired and caused a backlash on social media. Pizza Hut International moved to limit the damage by posting an apology and announcing that the marketing agency behind the initiative had been fired (there was no mention of what happened to the person on the client side who approved the image’s creation and posting).

    Pizza Hut has learned the hard way that marketing and politics don’t mix, especially in the Middle East. There’s a couple of basic points that marketers need to take from this debacle:

    • Politics polarizes to the extreme: Few brands would want to touch any issue relating to Israel and the Palestinians, due to the intensity of emotions on both sides. By appealing to one audience, you’ve essentially alienated the other side, no matter what your content or message is.
    • Digital is borderless: This concept may have worked before the internet, when advertising was restricted to TV, print or radio, and didn’t go viral. However, there’s nowhere for bad advertising to hide in a digital world where billions of eyeballs can see your content. Advertising intended for one audience can – and in this case did – spread to an audience who have a contrasting opinion. Likewise, calls for a boycott are no longer local, but are regional or global in nature.
    • An apology only fans the flames: Pizza Hut’s apology on such a controversial issue may have only made the situation worse. Whilst the original post alienated Palestinian activists and their supporters, the apology would have upset many Israelis who are opposed to the Palestinian prisoners on hunger strike. The chain would have lost fans, and sales, on both sides.

    Politics can be leveraged in a manner that can build brand equity – Heineken proved that with its latest #OpenYourWorld ad which attempts to promote debate and dialogue between people with differing political persuasions. However, for every Heineken, there’s a dozen Pepsis. A marketer will to use Middle East politics in his or her content would be a much braver soul than me. I’ll continue to follow my father’s advice, at least when it comes to advertising, and keep away from politics, religion, and sex.

  • Twitter research explores the neurology of video consumption

    Twitter research explores the neurology of video consumption

    What makes people stop scrolling and start watching video on Twitter? New research reveals what it is that works best in a news-feed environment and how effective brand video can be. We partnered with Omnicom Media Group (OMG), testing 17 of its brands over seven verticals, and used neuroscience to measure brain activity as select Twitter users browsed their timelines.

    This technique generated metrics like memory encoding, which correlates with purchase intent, and personal relevance.

    The study, conducted for Twitter by research agency Neuro-Insight, also highlights that video on Twitter considerably outperforms online norms.

    1. Why brand video on Twitter works

    Twitter video ads elicited a high response and the nature of the platform drives this result. These results show how they outperform online video norms:

    brand video on twitter, egypt

    The strong results here show that people on Twitter personally identify with what they see, take in details at speed and can process it effectively.

    Brand video on Twitter is super-native. We saw similar levels of response to brand video as for general Twitter activity. An aligned neuro-state between ads and surrounding content means people are receptive to brands they see.

    Video is effective within the timeline. Autoplay viewing within the timeline generated slightly higher memory responses vs. videos watched full-screen. This viewing experience is impactful for brands who also benefit from branding and Tweet copy being visible. Here is an example of autoplay viewing by Careem Egypt (@CareemEGY):

    https://twitter.com/CareemEGY/status/855095264436211713
    “The Twitter video study highlighted the power of a personally relevant medium like Twitter as a means of driving strong engagement with video content.

    Heather Andrew, CEO at consumer neuroscience specialist Neuro-Insight

    2. You need less time on Twitter and a sound-off strategy is key

    We gained insights on key questions around ad length and impact of audio, showing the uniqueness and efficacy of the Twitter newsfeed environment.

    Less is more … memorable. Shorter videos of 15 seconds or less are more likely than videos of 30 seconds to drive memory encoding. This is specific to Twitter as TV sees the opposite trend with 30 seconds being most effective vs. shorter formats. The nature of scrolling behaviours means less time is needed on Twitter to capture attention and make an impact.

    video on twitter
    Shorter videos on twitter VS TV

    Here is an example of a recent 15 second video advertisement by Coca-Cola Egypt (@CocaColaEgypt):

    https://twitter.com/CocaColaEgypt/status/860829877813030912

    Better overall Results with On. The first three seconds of video doesn’t need audio to capture attention and drive response – personal relevance and memory encoding were at the same level whether sound was on or off. But when someone watches the whole video, sound turns up all the key metrics – and dialogue has more of an impact than music.

    3. Changes in receptivity can be harnessed

    There are also implications for planning when to reach people on Twitter.

    Receptivity is strongest at the start of a Twitter session. The first video seen in the timeline generates, on average, a 22% uplift across all metrics versus all subsequent videos viewed. This supports the effectiveness of First View, a Twitter advertising product which gives a promoted video top placement in timelines for 24 hours.

    Mindset and response differs across the day. In the morning, Twitter is most likely to elicit a feeling of personal relevance and generate detail-oriented memory encoding. Later in the day a more emotional / bigger picture memory response is seen. This means there is a great opportunity for brands to align content with these different mindsets. For example brands should think about sharing tips and useful information during the morning.

    4. There are drivers of thumb-stopping

    We also found that there are creative attributes in video that make people more likely to stop scrolling and watch:
    videos on twitter research, video on twitter

    An early story arc means the video is 58% more likely to be viewed past 3 seconds (vs. all other videos tested). It also elicits higher brain response across all metrics for the duration of the ad.

    Topical content is 32% more likely to be viewed past 3 seconds and leads to 11% higher completion rates (vs. all other videos tested). Aligning to something culturally relevant or time-specific triggers the brain to respond since there’s a level of familiarity. Here is an example of topical content by Pepsi (@pepsimasr):

    https://twitter.com/pepsimasr/status/828349783941193728

    The presence of people in the first three seconds of a video has a huge impact on the emotional intensity viewers have with the content: +133% versus videos without people. We know that driving emotion is important because high levels of emotional intensity are often followed with periods of memory encoding (thank you, electrode caps).

    Text or subtitles draw people in. Moreover, videos with text are 11% more likely to be viewed and generate 28% higher completion rates. With a sound-off strategy in mind, the use of text in video is a very effective creative approach.

    Here is an example by NIDO Arabia (@NIDOArabia) that highlights how the use of text in videos can generate higher engagement:

    In summary, content needs to be tailored for the timeline environment. This doesn’t mean creating completely new assets, but there are adaptations that can be applied, which will have a significant impact.