2015 Winners & Shortlists

Results and Effectiveness

Our campaign reached 16.4 million women in the GCC (Source: Ipsos Stat), while our content garnered more than 425,000 views with an engagement rate of 2%. (Industry average engagement rate 0.19% - Source Facebook & Google). The campaign also grew our reach by 708% when compared to the period before the campaign Fans became so entrenched in the campaign and Persil Abaya Shampoo’s take on “Oud”, that 78% of all interactions were questions and comments about “Oud” mixtures, composition, & heritage. (source: Facebook)

Creative Execution

We developed a content series that enlightened people around small and meticulous “Oud” wisdoms that were forgotten. The series were delivered by the Emirati artist, Salama Al Mazrou’i, and were hosted on Persil’s social media platforms. To reinforce Persil’s understanding of the “Oud” fragrance and engage with women, a social app allowed them, through a series of steps, to identify their personalized or signature “Oud” fragrance. A “Oud” scented peel off press ad released in the top relevant women magazines allowed spreading Persil’s “Oud” fragrance and entice trial. We disrupted the shopping experience by selling Persil Abaya Oud in premium “Oud” fragrance shops to strengthen Persil Oud’s authenticity cues and placed in-mall advertising in the proximity of fragrance and Abaya stores. And finally, a mass awareness campaign driven by a TV tag, display, search and mobile ensured reach.

Insights, Strategy and the Idea

To win the hearts of the traditional Arab women in the GCC, Henkel introduced a “Oud” scented variant to their Abaya detergent line up. But just because Oud was a fragrance embraced by traditional Arab women, didn’t mean its success was to be taken for granted. Persil Oud needed to earn its place within a cultural heritage and seek credibility as a source of a real “Oud” fragrance. As “Oud” is intrinsically part of the Arab heritage, it transcends from generation to generation as a traditional scent. It is taken for granted and its secrets with respect to its authenticity, quality and usage have been forgotten. We concluded that there was room for the rediscovery of “Oud” secrets and an opportunity for a conversation around “Oud” insights. This would help Persil establish a true understanding of Oud fragrance, its heritage, & what makes it authentic - hence its forgotten secrets.