Creative Execution
We decided to have a one-stop destination for all Ramadan needs, this would predominantly be a mobile App but also a micro-site where GCC residents could come and find everything they need for Ramadan, leveraging various forms of digital media to drive awareness & active engagement of our platforms. The App was full of Ramadan necessities such as prayer time reminders & alerts, healthy food recipe ideas, a GPS restaurant locator for when Iftar is fast approaching and a very easy to use charitable donation feature thanks to a tie up with a regional charity NGO.
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We wanted to focus our efforts on traffic to App & Microsite as well as driving overall awareness of Gaviscon for fasting related indigestion & heartburn. With this in mind we decided to deploy an integrated digital media communication strategy that focused on online video within platforms specializing in Arabic series content.
We also executed display banners around Ramadan content. This would ensure that Gaviscon was present as the consumer was in the mindset of Ramadan, a very native positioning. Finally, social media ads were targeting users that fit the demographic of the typical GCC male/female faster that may be more prone to suffering from indigestion & heartburn.
The campaign achieved an impressive 1M completed online video views, 100M unique display banner impressions, a website dwell time of over 2 minutes (very high for a 4 page microsite) and 50,000 app downloads in only 4-weeks.
Consumer research has shown a clear correlation between the Ramadan period and a rise in heart burn & indigestion across the GCC. This is largely put down to the fact that people fast all day and then eat foods that are high in oil and fat. Heartburn & Indigestion is also at its greatest levels of discomfort during Ramadan since one of the key factors of increased pain is pressure on the stomach through over eating – a common occurrence during Ramadan.
The common remedy for this discomfort is to drink increased amounts of water or to simply sleep it off. Few consumers across the GCC consider Gaviscon to help remedy discomfort. We wanted to leverage this opportunity and take advantage of the anticipated spread of indigestion and heartburn to position Gaviscon as the source of relief thus stimulating an occasion for use outside of a doctor’s recommendation.
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