2012 Winners & Shortlists

Results and Effectiveness

The activity was astonishingly successful, consumer response extremely warm and message take-out was also quite high. The activity didn’t only raise awareness, but also established high association between ‘Actifry’ and healthy eating. Anecdotal feedback from the promotional staff was also very encouraging. According to them, the people they engaged all said this was definitely an unusual but fun experience.

Creative Execution

Most people lead busy lives and find plenty to fill the day: mums are no exception. Our challenge was to disrupt what they were doing, and to do this in an environment where they would be most susceptible to their influencers (friends, husband). Malls were obvious battleground due to female shopping habits. Owing to the uniqueness of the ‘Actifry’ machine, Tefal wanted to adopt an equally innovative communicatioins technique to break through the media ‘noise’ in malls and reach their audience. Real people – the ultimate ‘interactive’ medium – put on a T-shirt bearing a humorous message that related directly to the product’s ‘Nutritious & Delicious’ promise. These were teams of two: one athletic-looking and one a couch potato. They approached target consumers and just stood in front of them, turning around when they had grabbed their attention. Mall food courts across the UAE saw these ‘silent opposites’.

Insights, Strategy and the Idea

Tefal wanted to increase awareness of ‘Actifry’ – an electric fryer which uses vastly less oil than rival products. This was one of its flagship product innovations, launched to reinforce its ‘Nutritious and Delicious’ brand positioning. Products cooked with Actifry have all the taste of their fat-laden counterparts but with a fraction of the calories. Tefal wanted to dramatise that with ‘Actifry’, eating healthily is no longer the chore it once was. Research showed that families with kids and teenagers were the biggest consumers of chips. Mum was the key decision-maker for families, and she was most strongly influenced by the food preferences of her husband.