2010 Winners & Shortlists

Results and Effectiveness

A digital media first in Egypt: Received a total of 64,187 visits on the website of which 49,564 were unique visitors An average of 7:41 minutes spent on the site by each visitor. The average user navigated 6 pages per visit. 4,058 questions were sent during the first month. 382,114 page views generated on the site.

Creative Execution

We took our communication online where P&G Always was able to educate girls without making them feel embarrassed or self conscious. We created a website designed to be a 1-stop shop, catering for our audience’s need for information. We named it Kalam Banat (“Girl Talk” in Arabic). The website had a feature option called “Ask Nora”, which enabled users to send in questions to doctors online. Often questions they were too embarrassed to ask in public. The artwork and logo featured 3 girls; 1 wearing a headscarf, another wearing sporty clothes, while the third wears fashionable garb in order to relate to all the teen styles in Egyptian society. In addition, we included a search option so users could search through an online archive of articles on subjects like relationships, health, beauty and menstruation. Traffic was driven to the portal by placing banners on websites that are high-traffic for female teens (mostly social networking), and specifically targeted websites.

Insights, Strategy and the Idea

In Middle-Eastern society all topics related to puberty and female hygiene are highly taboo. As a result, many teens go through a great deal of their life not discussing puberty and any such related issues. Teen women are in desperate need of a credible source of information for puberty and feminine topics. As a result they suffer in silence or try to get advice from their peers who know little more than they do. Unless the girl is properly informed, she will perceive the pad in a very reserved fashion and will be unable to understand its benefits. Our business challenge was to move beyond the functional perception of the brand and establish Always as a trusted advisor/girl’s best friend - without embarrassing them in public. To do this, we would have to bond with our target audience by providing information to female teens in a safe, secure environment - at a click of a mouse.