2012 Winners & Shortlists

Results and Effectiveness

Maximum results As a result of the campaign, Always Diamond achieved a deeper brand connection despite the obstacles of the category. (Source: P&G Sales Data) • Reversed declining share to achieve 55% (+4.2% vs ) • Achieved 83% awareness in 4 months (+3% vs target) • 31% of TA spent on average 10 minutes each on the Microsite • Consumer engagement exceeded 80,000 direct-responses • 35,000 unique visitors to the Always website (+75% vs target) • 3000 competition participants • 8,668,900 free PR print impressions and 3 PR cover stories in leading Arab weeklies

Creative Execution

The invention of the “mini-sode” We needed to talk to women, but not through a potentially embarrassing ad – so we turned our ad space into a mini-series; Diamond Ladies. Eight 30 second episodes – “mini-sodes” - ran in sequence across multiple weeks to tell the story of the secret lives of women with Always Diamond seamlessly woven into the content. The mini-series offered our audience a character they could relate to, and ultimately engage with. Each mini-sode was released as branded entertainment positioned around the top style programs. Our message drove our audience to the Always Diamond website where they could win 32,000USD worth of diamonds. The website was an exclusive woman-to-woman social-network that allowed our audience to create profiles, impress each other with knowledge about fashion-beauty topics, and ultimately pick up insider-tips from Always.

Insights, Strategy and the Idea

Expensive &Taboo. Always was launching a premium feminine pad, Always Diamond, during a time when Always was losing share and the economy was unstable. Some might say it was not the ideal moment to announce a premium product. Couple this with the idea that discussing menstruation in public, let alone mass media, was socially taboo and personally embarrassing. Talk about the ultimate media challenge – a taboo subject that is asking consumers to pay more for a premium product. A new communication strategy was required that addressed both the usage of the product and respected the social norms of a conservative society and achieved 4 hard objectives. 1. Reverse the declining volume 2. 80% awareness 3. 20,000 Always web site users 4. Communicate Always Diamond as the best quality sanitary pad - recommended by ‘celebrity women in the know’