2014 Winners & Shortlists

WOJOOH JAMALEK

BrandCHALHOUB GROUP RETAIL
Product/ServiceFACES BEAUTY STORE
EntrantHAVAS WORLDWIDE - MIDDLE EAST Dubai, UNITED ARAB EMIRATES
Entrant Company HAVAS WORLDWIDE - MIDDLE EAST Dubai, UNITED ARAB EMIRATES
Advertising Agency HAVAS WORLDWIDE - MIDDLE EAST Dubai, UNITED ARAB EMIRATES

The Campaign

Amongst growing competition and considering little differentiation between products sold at retail outlets, Faces (beauty retailer with wide network in ME) needed to differentiate its offering utilizing intangible assets: its beauty expertise and local know-how. Building on the insight that every woman wants to become an expert herself in her pursuit of becoming uniquely beauty, we created Wojooh Jamalek (Faces of Your Beauty): a live 15-minute beauty contest that ran on MBC1’s Sabah Al Kheir Ya Arab program. The contest relied on audience participation and gave ambitious women the chance to demonstrate their artistry. Monitored by three fashion/beauty experts, eight female candidates were selected to compete by creating make-up looks based on chosen themes for each of the eight episodes. One contestant was eliminated each week, resulting in one winner who was named Faces Beauty Makeup Star and walked away with a cash prize.

Success of the Campaign

In addition to clear sales results, campaign achieved results exceeded set targets, delivering lower than market benchmarks. o 16% network sales increase versus previous year o Increase in on-ground consumer interactions with beauty consultants (demand for in-store beauty styling tips and make-overs) o Increase in brand awareness and engagement: • Website visits jumped from 87,154 to 208,522 (139% increase) • Unique visitors increased from 63,989 to 125,625 (96% increase) • 481,328 views of which 403,482 unique views for the videos uploaded • CPV (cost per view) of $0.03 , below benchmark of $0.08 • Display campaign: 4.4 million impressions, 82K clicks This campaign was the first of its kind within the beauty retail category. Due to its significant results (sales, free media publicity, and online engagement levels), client ensured that we run this operation for a second season.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The campaign was launched through the brand’s owned media (FB page/ Website) in which a teaser campaign ran to recruit participants asking them if they have the “passion to become one of Faces next makeup star”. We received 80 applicants in two weeks. After the recruitment phase, we launched the competition across several media platforms. Print and display media were the main media support to the program to drive consumers to the brand’s social media sites. Pillar Pan Arab magazines were selected to ensure wider reach across the GCC to generate more traffic. We supported the campaign with TV spot buy to associate Wojooh Jamelek with Faces. We also sustained communication through continuous PR coverage in dailies, weekly magazines and online websites. In addition to the expected press releases, we provided readers with make-up tips and advice from the contestants.

Credits

Name Company Role
Pascale Nader Havas Worldwide UAE Creative Director
Marcella Donovan Havas Worldwide UAE Group Account Director
Samar Alam Havas Worldwide UAE Senior Account Manager
Dalia Wehbe Havas Worldwide UAE Senior Account Executive
Karine Sayegh Havas PR UAE Senior Communications Director
Houda Tohme Havas Media UAE Deputy General Manager
Rana Zeidan Havas Media UAE Media Director
Toni Abiassaf Havas Media UAE Media Buyer
Mohammed Ajawi Havas Digital UAE Group Account Director
Hanin Abusamra Havas Digital UAE Senior Account Manager
Aldar Kurdi Havas Digital UAE Senior Art Director
Alejandro Fischer Havas Digital UAE Associate Media Director