2015 Winners & Shortlists

SOBHIYA

BrandHENKEL ARABIA
Product/ServiceDAC DISINFECTANT
EntrantOMD Dubai, UNITED ARAB EMIRATES
CategoryFiction: series or film
Media Agency 2 OMD Dubai, UNITED ARAB EMIRATES
Entrant Company OMD Dubai, UNITED ARAB EMIRATES
Media Agency FUSE Dubai, UNITED ARAB EMIRATES

The Campaign

On the Digital platform, there is a high level of freedom on content, and the restrictions primarily pertain to scenes around alcohol, sexual content, other anti-Islamic content, or any discussion that can be taken as being anti-government.

Results

While DAC was new on the frontline, its competition was enjoying a legacy of trust that it had built through the years. We needed to break that heritage bond and seed Dac in our consumer’s lives. We wanted Arab women to relate to Dac by showcasing the relevance and benefit of the brand in their family life and positioning it as the ‘companion’. When it comes to household management, Arab women fall into 4 different personalities - the OCD mom, the overbearing mom, the ‘shortcut’ mom and the modern mom. Every afternoon, these 4 personalities clash during traditional morning gatherings called ‘sobhiyas’, which often turn into battles of who does best in household management. So to involve Dac in the household theatre we created "Sobhiya”, an insightful story of 4 very different Arab ladies, brought to life in the form of humorous and culturally relevant web series. The plot unfolds with the advent of a suitor to the daughter of one of the four ladies allowing endless opportunities for Dac products to be incidentally involved in the plot and in securing impeccable first impressions. With content at the core of this initiative, we utilized YouTube to build viewership, Facebook to build hype towards “Sobhiya”, display to build frequencies and maximize reach in addition to using rich-media executions on mobile devices. Arab women watching the series saw a reflection of themselves in different parts of the plot, which caused debates around household hygiene within our growing community. Rather than scripting the entire series from the start, we monitored women’s sentiments and comments on Dac’s Facebook page and found clues on how to further develop the story.

We had a heavy promotional campaign online, living on Facebook & YouTube. Through these platforms, we advertised our episodes to the relevant female audience in the GCC, and before every episode advertised trailers where we provided a sneak-peak of the forthcoming episode.

“Sobhiya” generated 2.6 million views of which 700,000 were organic - a region first for both Henkel and the category. With these views we reached 87% unique eyeballs and grew the DAC fan-base by over 146%. Engagement sored up to 212%, while the trust sentiment rose by 68%. The series received an increased 83% in positive interactions while 60% of the discussion points were about comparing how the 4 hero ladies handled their household to how our audience currently performed in their own household… putting Dac at the center of this endless debate.

Credits

Name Company Role
Farah Moumneh OMD Dubai Director Planning
Zeeshan Ali Merchant OMD Dubai Associate Director Planning
Neelofer Sheikh OMD Dubai Associate Director Digital Planning
Muhammed Ali Jamadar OMD Dubai Social Media Manager
Roxanne Gahol OMD Dubai Senior Executive Planning
Nadia El/Samsam OMD Dubai Senior Social Media Executive
Rami Salame Fuse Associate Director Of Creative Strategy
Ines Sebiane Fuse Branded Content Specialist
Rosemarie Saad Fuse Branded Content Manager