2010 Winners & Shortlists

RAMADAN STICKERS

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BrandAL SAFADI RESTAURANT
Product/ServiceFOOD DONATION INITIATIVE
EntrantMEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES
CategoryFundraising, 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

Name Company Role
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