2014 Winners & Shortlists

PEPSI RAMADAN

Short List
BrandPEPSICO.
Product/ServicePEPSI
EntrantOMD Dubai, UNITED ARAB EMIRATES
CategoryIntegrated Media Campaign
Advertising Agency IMPACT BBDO Dubai, UNITED ARAB EMIRATES
Media Agency OMD Dubai, UNITED ARAB EMIRATES
Entrant Company OMD Dubai, UNITED ARAB EMIRATES

Results and Effectiveness

We exceeded all our benchmarks as the Pepsi TVC became the most watched video on youtube with 5 million views individually and 12 million collectively (Including social), trigged the highest amount of chatter on social platforms with nearly 90,000 tracked comments, 600,000 new fans and +4.9 million visits to Pepsi platforms.

Creative Execution

We decided to look at how this target market would have spent their Ramadan when they were children. We found that this segment would have spent a large part of Ramadan with their parents, watching Ramadan TV series – specifically with the popular actors Nelly, Ammo Fouad, Fatouta and the children’s show Boggie & Tam Tam Pepsi & Lay’s decided to re-ignite the spirit of Ramadan by bringing back iconic the Ramadan TV celebrities (Nelly, Ammo Fouad, Fatouta, Boggie & Tam Tam) in a short film reminding youth what Ramadan was all about: family. The heart of the campaign was social media, where we played on our audience's sense of nostalgia by constantly talking about their favorite childhood moments from Ramadan and their favorite moments watching the Ramadan characters.

Insights, Strategy and the Idea

In the Middle East, the holy month of Ramadan has 2 very visible characteristics. On the one hand, at a spiritual level, it is a month of fasting and spiritual cleansing. At a social and cultural level, the month is associated with gatherings of family centered on veritable feasts at Iftar. The challenge was to create a campaign that reflects the true spirit and values of Ramadan by igniting emotional reactions from the community through nostalgic pop-culture references. An important part of Ramadan is spending time with your family, especially for Iftar and the evening. However, the majority of today’s youth tend to take this for granted and spend most of the time eating out with their friends.

Credits

Name Company Role
Mohammad Zaher OMD MENA Director Social Media
Farah Mehdi OMD MENA Senior Social Media Executive
Waseem Afzal OMD MENA Head Of Digital
Ahmed Aly OMD MENA Executive Planner
Mohammad Freigeh OMD MENA Manager Planning
Yves Massaad OMD MENA Director Planning
Fadi Maktabi OMD MENA Senior Director Planning
Faisal Shams OMD MENA Business Unit Director
Jose Abi Nassif OMD MENA Supervisor Investments