2014 Winners & Shortlists

The Campaign

Yalla Na3ti, is a CSR initiative from Pepsi to tap on the true meanings and values of giving in Ramadan using TV, digital, social media, and on-ground platforms.

The Brief

Pepsi undertook an initiative to reignite the true essence of giving by narrowing the human gap between those who give and those who need, and allow the recipients to feel a heartfelt and direct connection with their donors.

Results

With the arrival of Eid, more than 665,749 messages were printed and delivered with toys filling the hearts of the little ones with warmth and joy. +3 Brand I Love vs. PAGO +1 “Supports causes that help our society” vs. PAGO 84% campaign recognition vs 50% norms 96% Positive Sentiment 11,000+ Twitter mentions 44,000+ Facebook interactions 1.9 million TVC views online 15 million+ Facebook impressions 2 million website visits & 11 million page views In the end the children may or may not remember the toys they got, nor the participants remember what they gave, but both will never forget the special words written in each other’s hearts.

Execution

The campaign took shape through a powerful motto of - yallana3ti. To exploit the idea to its potency of “giving”, we partnered with well known charity organisations, 'Inssan' and 'Al Birr' that supervise and take care of orphans. Through our brand facebook page, a microsite (www.yallana3ti.com) and on-ground special booths, we invited consumers to get involved and write a personalized message coupled with a toy of their choice dedicated to these orphan kids. A yallana3ti hashtag was created for Facebook and twitter to nurture the positive conversation further. As consumers chose their gifts, simultaneously, a dedicated on ground team was converting the gifts and messages into real ones to be delivered to the intended children. TV and Radio spots came to support the campaign main message, driving more people to the microsite to our social media pages.

The Situation

Ramadan in KSA is the holiest of months. It is the month of fasting, but also that of compassion, good deeds, and helping the unprivileged and less fortunate. Although the act of giving still counts today as a way of expressing compassion, it has gradually become over the last years mechanical and impersonal, which has widened the human gap between those who give and those who need.

The Strategy

Pepsi is positioned to be a stimulating refreshment that makes consumers feel current and connected, at the same time Ramadan is about being connected with values and good deeds, so we thought this would be a perfect brand fit. As a result the big idea that took shape through a powerful motto of - yallana3ti. True Giving is not about an amount or a quantity, it is about how much one pours his heart into it. And mostly, it is about making others happy but also feeling genuinely happy about it. Since words are the most genuine forms of emotional expression, we gave the public a platform to contribute genuinely from the heart.