2013 Winners & Shortlists

Results and Effectiveness

Grass roots efforts to encourage student participation resulted in 47 university students sharing their mood boards online and hundreds of images giving us insight into the kind of content fans enjoyed.  9000 women participates and 500+ mood boards submitted  58% fan increase  Engagement trippled from 448 interactions per day to 1330  10 minutes average time spent on the application  Through PR & online media, more than 3,000,000 impressions were generated  Flake sales rose by 12% in one month only

Creative Execution

Meet Mehwish. She has had a relationship with Flake chocolate for years, but without an outlet she was unable to describe exactly why she’s drawn to it. Using online research, we asked her to share her passions online and discovered that her worldly expression shone through photography, literature and music. Based on this, we created a competition for women like Mehwish to express their identity in a safe online world created and curated by Flake – Flake Moodboard. The competition kicked off with a grassroots campaign across Saudi & UAE universities, delivering the Flake message to Mehwishthrough her peers. Girls gathered for “Moodboard Nights” collectively working on their personal creations. Flake encouraged them to share their work online, through the Flake Arabia Facebook page where they engaged with local designer and ‘unofficial’ Flake ambassador, Aisha Ramadan. Aisha provided advice, and inspirational content to support the flake women.

Insights, Strategy and the Idea

This is the story of a century-year-old relationship between women and chocolate…escapism! The story of personal moments, an intimate love affair with flavor and personal expression. Flake chocolate has been associated with such moments; recently the association was crumbling like the Flake chocolate bar, however this crumble was not chocolate seduction worthy. The brand witnessed a dip in share and awareness due to heavy competitive from the bigger chocolate brands in the region. Flake penetration dropped from 50% to 35% in just 6 months and awareness decreased by 2%. Even the Flake Facebook page was suffering in terms of brand engagement, with interaction rates staying at a minimum for the fan base. We needed to change the story and bring Flake back into her personal moments by increasing association between Flake and her world.