2015 Winners & Shortlists

The Campaign

In the GCC, the Islamic culture has high influence on broadcast official regulations. Nudity, promotion of smoking, alcohol and controversial content related to religion and or culture, are all banned. TV stations have a filter on the quality of production for liquid content, brands can abide by regulations and still TV stations reserve the right to reject the content. In the incidence of co-creating content with TV stations, the stations do not allow presence of brand representatives during production so brands run the risk of agreeing on guidelines and not seeing the final product before it airs. For online, no official regulation bodies exist, yet telecoms and global platforms such as Google are filtering extreme content that crosses the line of religion and culture. This allows clients to be a bit more daring when compared to TV and the only barrier here is consumer tolerance. As for user generated content, brands filter themselves through their community management teams the content that pour into their platforms.

Results

Doritos, the laid-back tortilla brand had nothing interesting to say besides crashing on couches and talking about late night snacking. This needed to change. Our challenge was to unleash the re-engineered Doritos brand purpose ”Ignite You” on the brand’s social assets by introducing its new bold persona to its young 15 to 25 audience. Because young male fans value toughness among Arab men, we offered them the opportunity to challenge a very bold antagonist- a character we created- from Mexico: "El Myago". The core idea that governed our Doritos repositioning campaign on social media was “Out-bold the boldest man”. This was the premise of a story we brought to life to engage with our audience. We first brought "El Myago" to life through memes showcasing his boldness across Doritos' social media platforms. Young men were intrigued and started creating their own versions then started to challenge his boldness; exactly the reaction we wanted. We partnered with famous YouTube comedy network, "Sa7i" to rile our story up with a skit: Ibrahim Saleh, the host, received a call one morning and got trashed by "El Myago". He quickly responded by asking viewers to out-bold the Mexican by making the boldest videos they could think of and sharing them on a Doritos microsite. Pro-Ibrahim fans started creating counter “El Myago” memes, while others created fake "El Myago" profiles to tease them! We reinforced Ibrahim’s call-to-action by releasing bold challenges fans and followers could perform. Everyone was given the chance to vote for the video they believe out-bolds "El Myago" and declared instead the boldest man in the region.

We created a microsite to aggregate entries, and leveraged the influence and reach of Sa7i on YouTube, Doritos' social media channels and media support to maximize reach and drive awareness and submissions towards the campaign. Sa7i is a Youtube comedy channel emerging fro KSA

With such a huge rally of boldness “El Myago” was defeated. He hardly had the time to pack and walk away but surely left behind an engagement campaign that changed the face of Doritos forever. Results: - 3.3 million YouTube views (YouTube Analytics 2014) - 3500 twitter mentions of the bold story (Sysomos 2014) - 27 million people reached by Facebook posts - Over 64,000 interactions on Facebook (Facebook Insights 2014) - 500 video submissions (a very high participation for a region)