2012 Winners & Shortlists

Results and Effectiveness

The activation generated over 2,500 highly emotional posts on the microsite; the posts translated into 2,500 insights about our audience emotional bond with their father. Posts will be used as real testimonials in the creative messages during the mega-launch of the brand The conversion rate from the microsite visit to posts conversions is equal to 7.4%, which means that 7.4% of the users who visited the microsite have written to their fathers. In addition, 30,000 users have been exposed to the TVC which was posted on the microsite, hence improving on the brand affinity.

Creative Execution

We developed multilevel engagement by directing a user journey through internet and radio. It began by luring people to share their emotions and appreciation of their fathers to win a valuable prize through a microsite anchored on one of the most popular websites in Saudi, MBC.net. The engagement then continued to amplify the participations online by elevating the experience during a sponsored primetime segment called “Sahra Be Awala” to voice participations on-air to further recruit more fatherly feelings. The micrsoite ran for the same period as the radio show for five weeks. Display banners were used across leading Saudi portals, local forums, social media, and Google network along with cross promotion banners on MBC.net pages driving further traffic to the microsite. During the radio show, the broadcaster voiced participations of the contest with thousands of insightful posts of how people express their devotion and care to their father.

Insights, Strategy and the Idea

Punjabi AlMuhaidib Classic rice was introduced as a new line of rice in a market already cluttered with a wide range of rice brands Reaching the right audience was difficult to attain; nevertheless, it was crucial to tie in with the nuance of the well established and heritage mother-brand The challenge was how to reach purchase makers by resonating an unusual emotional association avoiding price comparison to result in high affinity. Saudis are a patriarchal society with strong family values where children and wives regard the father figure with high respect. Saudi husbands are involved in the shopping experience and men do ask for their favorite brand of white rice. Most brand sentiments are focused on the mother whereas the father is an untapped figure, though he is highly respected. He is a key influencer during in-store decision making, therefore represents our key target audience.