2014 Winners & Shortlists

The Campaign

Challenge Create a campaign that: - Increase awareness on Jordanian products - Increases consumer confidence in Jordanian products - Influence local spending and increase sales Strategy Create a debate among Jordanian consumers by seeding an awareness fueled campaign that educates locals on the significance of their purchasing power and its direct relation to improving the country’s economy. Execution Press releases, talk shows, articles, viral videos Results A significant increase in consumer confidence was determined by a poll taken at the end of the campaign. 9,260 stories were created around the campaign on social media.

The Brief

Objective one: Increase the percentage of consumers who trust and prefer Jordanian products from 26.2% to 60% (Client Brief) Objective two: Create a national dialogue that wasn’t there before about a topic that was neglected and never addressed; which is a) the quality of Jordanians products, and b) the negative effects of low consumption of local products on the economy. We decided to create a national dialogue and generate word of mouth among Jordanians, because trust is better built and is more effective when people realize it and hear about it from each other instead from a government official.

Results

1- Consumer confidence increased. In a poll following the end of the campaign 79% of respondents confirmed that their confidence towards Jordanian made products has increased. (Source: An online Poll outsourced by the agency) 2- 9,260 stories were created about the campaign on social media. (Source: Facebook pages insights June and July). 3- USD 53,200 value of earned online media exposure consisting of engagements and mentions on social media and articles on news portals . (Source: Agency research: Online Quantitative analysis made in Jordan campaign June and July). 4- USD 188,853 value of earned PR exposure consisting of conversations on TV channels and newspapers among normal Jordanians, opinion leaders and journalists. .(Source:Agency research: PR value reports June and July) 5- 27,205 YouTube views for one comedy segment in a period just over one month, in addition to a total of 6,851 YouTube views for the other two comedy segments July).

Execution

The campaign consisted of three phases. All of them were consumer centric, offline executions directed consumers to the dialogues online (Facebook, twitter,YouTube). 1- Teaser. Tackled a sensitive issue; taxes, and opened a dialogue about the highest tax Jordanians will be paying in the future. The teaser simply read: “ What is the highest tax that you will pay in the future?”. The question was seen in newspapers, OOH, and on social media platforms. 2- Revealer called Baladi, enlightened consumers to the dangers the economy would face if they do not support local products. It showed the people they hold the power of change. 3- Educational. Showed hints of Jordanian products highlighting their quality. It included facts about the benefits on the economy. We planted seeds of conversations and people took it from there. Journalists wrote about the topic, people interacted on social media,stand up comedians created segments.

The Situation

Jordan is an economy of scarce natural resources. Jordan needs to create its economic pillars and focus on the industrial sector as one of the main economical drivers. Unfortunately, the industrial sector’s contribution to GDP is between 18.3% – 25% (Source: Client Data). More than 95% of the country's industrial companies are small and medium-sized (Source: Client Data), positive changes in sales will be directly felt by Jordanians who own them. An idea the strained and heavily taxed Jordanian is becoming anxious about. The economical benefits of an enhanced local support for local products are too crucial to be neglected.

The Strategy

Jordanian consumers are strained. They are heavily taxed, and they believe that the government tries to compensate for its budget’s deficit which is caused by the government’s own mistakes from the consumers’ wallets. This is a frustrating fact for Jordanians especially they don’t feel like they are helping the economy or being part of the solution. Little do Jordanians know that the problem that affects the people actually starts with the people. They don’t realize that they are also contributing to the problem and the budget deficit when they don’t support local industries. Buying local products can help improve the economy. Jordanians are frustrated and might be perceived as passive but they turn into fighters when it comes to the wellbeing and the reputation of their country, so we thought we’d provoke them a little so they start reflecting and thinking and eventually create a debate online and offline.