2015 Winners & Shortlists

Results and Effectiveness

The Business results across the key brands were phenomenal: (Source: Nielsen) TRESemme: The variant share grew from 35% to 45% (500ml SKU in modern trade) during the campaign period. Doubled market share from 2% to 4%, 5 months quicker than anticipated. Fair & Lovely: A +14.5% Unique sales growth during campaign period. Lipton: Against a target of 10% Turnover growth for Lipton Yellow Label Black Teabags for June-July 2014 over the same period in 2013, the campaign helped deliver turnover growth of 21.1%. This was 11.1 percentage points greater than the target and 6.5 percentage points higher than the growth in the previous two months vs. last year

Creative Execution

Predict what would be the next Ramadan hit series and own it using video on demand. Our knowledge of the TV scene helped us identify Saraya Abdeen, an exciting new flagship program on leading channel MBC1 as the opportunity. Partnering with the VoD service Shahid.net, we owned the ad break of every Saraya Abdeen episode online, meaning that every pre-roll and mid-roll belonged to Unilever. Pre-rolls on Shahid.net are un-skippable ensuring cut through. All participating Unilever brands, including Rexona, TRESemme and Fair and Lovely had equal share of voice during this sponsorship using video ‘bumpers’ on each episode, video mid- and surrounding display advertising formats. Using flexible targeting techniques, every time a user would load an episode they would be treated to the advertising of one brand only – avoiding creating clutter within Unilever’s own brands.

Insights, Strategy and the Idea

Challenge:- Find a better way for Unilever cut through the clutter and chaos of Ramadan and increase market share (+2%) and turnover growth (+10%) in the process. Insight: - There’s literally so much good TV on the box, viewers can’t possibly watch it all live! Idea:- Predict what would be the next Ramadan hit series and 100% own it using the video on demand platform. Our strategy was to capitalise on increased Ramadan viewing of VoD and create a brand to brand partnership with the leading broadcaster, MBC. MBC had a significant proportion of TV impacts during Ramadan, owing to their heavyweight investments importing dramas and series. Working with the channels head of programming we would identify a forthcoming drama which, based on internal assessments, was predicted to excel during Ramadan. A range of different Unilever brands would then take 100% of pre-rolls on this show