2010 Winners & Shortlists

BLACK ABAYA

Bronze
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BrandHENKEL
Product/ServicePERSIL BLACK
EntrantOMD Dubai, UNITED ARAB EMIRATES
CategoryBest Use of Television/Cinema
Entrant Company:OMD Dubai, UNITED ARAB EMIRATES
Media Placement:OMD Dubai, UNITED ARAB EMIRATES

Credits

Results and Effectiveness

We recruited 410 amateur designers online to participate – many of them from KSA. Market share of Persil Abaya Shampoo has increased by 69%. Category growth driven by Persil Abaya Shampoo: +53% Associations of Persil being known as an expert in Abaya washing is up 14% From being 3rd in the category, Persil Black has now jumped into 2nd place!

Creative Execution

We created a ‘Abaya’ fashion design segment fashion in the most watched program amongst our target, the ‘Morning Show’, within top rated pan-Arab station MBC1, giving amateur female designers the chance to showcase their unique creations while communicating the functionality of the product through TV straps at the bottom of the screen. Every week, a new contestant featured her design in front of 2 famous judges, who gave their feedback at the end of each episode. A prize of 50,000 Saudi Riyals was offered to the winner at the end of the show. Support was given through: Mega sampling, Visibility, distribution and merchandising drive, PR and viral.

Insights, Strategy and the Idea

Henkel launched specialized liquid detergent Persil Abaya Shampoo in 2007, a product for black Abaya (traditional black Khaleeji wear) washing. In the region, there was a low penetration when it came to the liquid detergent category as women preferred using hair shampoo to wash their abayas. Overall, the detergent’s market share and share of voice was low compared to competitors. Our challenge was to raise awareness about the product and its effectiveness amongst Arab females 20-35 and educate them about the benefits of using a specialized liquid detergent. Insights told us that Abaya customization is one of the very few ways of self expression for the Saudi females, who take a lot of pride in creating their unique embroidery, styles, cuts and designs.

Credits

Name Company Role
Anitha Smith OMD Director
Farah Moumneh OMD Manager
Layal Takieddine OMD Manager