2013 Winners & Shortlists

CAPTIVATING TALES

BrandBEIERSDORF ME
Product/ServiceNIVEA SENSUAL MUSK BODY LOTION
EntrantOMD Dubai, UNITED ARAB EMIRATES
CategoryBEST FICTIONAL PROGRAM, SERIES OR FILM WHERE A CLIENT HAS SUCCESSFULLY CREATED A DRAMA, COMEDY OR MINISERIES AROUND A PRODUCT OR BRAND
Contributing Company HORIZON DRAFTFCB Dubai, UNITED ARAB EMIRATES
Entrant Company OMD Dubai, UNITED ARAB EMIRATES
Media Agency OMD Dubai, UNITED ARAB EMIRATES

The Campaign

With no detailed data or monitoring of Branded Entertainment within the Middle-East, forecasting or providing an accurate summary of the market is somewhat difficult. However, from our own research (both brand & audiences) and of course BE campaigns, we’ve seen that there is a real appetite for creating and consuming content in the region. In terms of the restrictions, the rules around what can and can’t be done by brands vary significantly around the region such as KSA, but in many markets there is a lack of regulation (or governing body) that means a brands presence can be easily placed, associated or integrated within a piece of content. However, topics, themes and even situations must be taken into consideration when planning and producing any piece of Branded Content. These includes • The clothing and appearance of females • The proximity between female & male presenters • The treatment of culturally sensitive topics such as marriage and national dress • The use and discussion of Religion • The exclusion of any subject matter relating to sex & alcohol in KSA

Results

To launch new NIVEA ‘Sensual Musk Body Lotion’ we had to positively connect with Arabic Women and prompt the competitions users to switch brands. With ‘Arabian Musk’ the most popular and widespread scent in the region, we needed to communicate that NIVEA’s new offering provided Arab women the smell they love with the superior moisturization they require. Bespoke research yielded an insight that was to drive our unique approach. In KSA, a woman’s scent (and particularly Musk) is very much an expression of their personality and sensuality. Added to this, we found that Saudi women were also beginning to express themselves and their sensitive sides through writing - be it poetry or short-stories. Using this insight and the popularity of writing, our strategy was to invite women to share their own romantic stories with us – either real or fictional. This led us to the idea of ‘Captivating Tales’. The Execution When you look at Hollywood, all great love stories start with putting pen to paper. Therefore, we wanted to give our amateur storytellers the ultimate accolade by turning their romantic words into film. We tasked the regions most-talented film director, Emirati Nayla Al Khaja to bring to life the Captivating Tales of women in 5min short-films. Nayla, along Sayidati magazine and NIVEA read through the entries and selected the three most compelling stories. ‘The Wait’, ‘Impressions’ and ‘New Beginning’ were then filmed, produced and given their broadcast debut through a branded integration on the region’s biggest TV channel MBC1, online and aired in cinemas. Partnering with Nayla, not only could we bring women’s stories to life visually, giving them a huge platform but also capture the cultural nuances of the region. Numerous touch-points were used to support/push Captivating Tales further, including social-media, brand website, TV integration, magazine editorial and DM.

Through Captivating Tales, we provided our target audience with entertaining content that was both compelling and relevant. This was achieved by a thorough understanding of our target audience and unearthing key insights that were used to form the basis of our strategy and subsequent idea. Full details of these insights, along with the challenge and creative execution can all be found in the next section.

By converting words to film, we successfully brought out the inner sentiments of Arab women and positively connected them with new NIVEA Sensual Musk. In just four weeks, we received more than 1,400 stories – totaling over 2m words! We provided women with entertainment that was both compelling and relevant, boosting purchase intent by 26% and product recommendation by 100%. In fact, nearly 1m NIVEA Musk products have been sold- 11% more than targeted. Finally, NIVEA Musk has not only captured 12% market share from the market leader, but also contributed a 67% growth to the category. Sources: NIVEA Sensual Musk Captivating Tales Competition, NIVEA Sensual Musk Post-Campaign Analysis, Beiersdorf Stock & Sales Reports, Nielsen Retail Audit Data

Credits

Name Company Role
Karan Kukreja OMD UAE Director - Planning
Layal Takieddine OMD UAE Director - Omd Fuse
Rawad El Khoury OMD UAE Associate Director - Planning
Dana Salamoun Horizon Draft FCB Account Planner
Summer El Bosraty Horizon Draft FCB Associate Creative Director
Makram Daouk Horizon Draft FCB Regional Account Director
Paola Mounla Horizon Draft FCB Associate Creative Director
Alain Hochar Horizon Draft FCB Chief Creative Officer
Rona Saadeh Horizon Draft FCB Director Of Planning
Hiam Baltaji Horizon Draft FCB Account Executive
Mohammad Abid Horizon Draft FCB Art Director
Crisanto Valerio Horizon Draft FCB Art Director