2015 Winners & Shortlists

ABAYA FASHION REVOLUTION

Bronze

Case Film

Presentation Board

BrandHENKEL
Product/ServicePERSIL ABAYA SHAMPOO
EntrantOMD Dubai, UNITED ARAB EMIRATES
CategoryFast Moving Consumer Goods
Media Agency 2 OMD Dubai, UNITED ARAB EMIRATES
Entrant Company OMD Dubai, UNITED ARAB EMIRATES
Media Agency OMD Dubai, UNITED ARAB EMIRATES

Results and Effectiveness

Our drive towards creating an influential fashion initiative delivered staggering efficiency results including: Over 7 million impressions Reached 4.2 million unique eyeballs, Recruited 20k fans on Facebook More than 2 million video views The campaign contributed to a 5 % boost in sales in KSA and uplifted positive sentiment and perception, keeping Persil Abaya Shampoo as the #1 brand for Abaya care and fashion. Lastly, championing this abaya revolution, spearheaded a fashionista movement that continues to inspire Arab women towards self expression.

Creative Execution

To bring this fashion revolution to life, we partnered with 6 of the chosen champions to design and tailor modern Abaya collections and produced 6 pieces of inspirational and interactive content revolving around the designers’ sources of inspiration, styles, journeys, struggles, and even an inside view into their homes and closets. Hosted on Persil Abaya Shampoo’s social platforms, the content became the heart of the campaign. But the campaign proliferated into a “cross platform” activation. While digital media drove the activation, we also tapped into MBC1, the most prominent TV station, and kicked off a monthly segment featuring a fashion show for the designers’ work. Women rallied behind these budding designers for inspiration. Open conversations allowed them to share behind the scenes footage, instagram exclusive sneak peaks into upcoming designs, and ideas around abaya accessories.

Insights, Strategy and the Idea

The Black Abaya, a traditional black gown worn by Arab Women, has long been the symbol of Arab conservatism. However, sweeping winds of change across the middle east have enabled Arab women to push boundaries in many aspects of their lives including fashion. We knew that if we were able to champion a Abaya fashion revolution, we could elevate Persil Abaya Shampoo, Henkel’s specialized liquid detergent for black Abayas, to an iconic brand within the Abaya care segment, thus overcoming the threat of similar offerings by over spending competition. Through social monitoring across the region, we identified up and coming designers who were exploring the rejuvenation of the traditional Abaya style and allowed our audience to choose who would become Persil’s champions of change.

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
Muhammed Ali Jamadar OMD Dubai Manager Social Media
Zahra Al Safawani OMD Dubai Senior Executive Social Media
Rosemarie Saad Fuse Dubai Branded Entertainment Manager
Ines Sebiane Fuse Dubai Branded Entertainment Specialist
Rami Salame Fuse Dubai Associate Director Creative Strategy
Roxanne Gahol OMD Dubai Senior Executive Planning