Brand | AL SAFADI RESTAURANT |
Product/Service | FOOD DONATION INITIATIVE |
Entrant | MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES |
Category | Fundraising, Charities, Appeals, Non-Profit Organisations, Public Health & Safety, Public Awareness |
Entrant Company: | MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES |
Advertising Agency: | MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES |
Credits |
Results and Effectiveness
With the deliveries, the spirit of Ramadan spread. People passed on Safadi’s
delivery boxes. Food was handed out at collective places like mosques. And
the word spread, too. The simple stickers created more than 1,490,000
impressions in newspapers and online. That’s equivalent to an ad value worth
more than $36,500US. But it wasn’t so much about the money. It was about
goodwill during the holiest month.
Creative Execution
The creative execution was a smart way to use media. Safadi’s message came to its target audience without any extra costs since it was delivered together with their food.
Insights, Strategy and the Idea
The holiest month in the Arab world – Ramadan – is a month of sharing and generosity. The traditional Arabic restaurant Al Safadi wanted to build on this important cultural custom for two reasons: to do good deeds and to build momentum for their brand. And all of that with a limited budget.
Al Safadi makes most of its business through deliveries, so we used these to
spread the message. Based on the insight that in the Arab world “you never
return an empty plate” (loose translation of an Arabic saying) we put stickers onto the bottom of their washable and reusable plastic boxes. These encouraged people to refill and hand them to the less fortunate. On the back there was a list of organizations to which donations could be made.
Credits
Till Hohmann |
Memac Ogilvy & Mather Dubai |
Executive Creative Director |
Ramzi Moutran |
Memac Ogilvy & Mather Dubai |
Creative Director |
Sabia Fatayri |
Memac Ogilvy & Mather Dubai |
Art Director |
Sascha Kuntze |
Memac Ogilvy & Mather Dubai |
Copywriter |
Amina Abdel-Halim |
Memac Ogilvy& Mather Dubai |
Copywriter |
Hossam Elgharably |
Memac Ogilvy/Mather Dubai |
Copywriter |
Rana Awad |
Memac Ogilvy Pr |
Pr Account Executive |
Omar Horbali |
Al Safadi Restaurant |
Chef |