2016 Winners & Shortlists

MOTHER TO A GENERATION

BrandNIDO
Product/ServiceCHILDREN’S MILK POWDER
EntrantPUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
Entrant Company PUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
Advertising Agency PUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
Media Agency MEC MENA Dubai, UNITED ARAB EMIRATES
Media Agency 2 THAMPY DIGITAL Dubai, UNITED ARAB EMIRATES
Production Company FILM MASTER Dubai, UNITED ARAB EMIRATES
Production Company 2 FLUID PRODUCTIONS Amman, JORDAN

Brief Explanation

For over 70 years, NIDO, the market leader in powdered milk, has been the mother’s ally in nurturing a healthy future for her child. We wanted to mark our 70th year by championing a cause relevant to the region. One of the glaring issues facing the Middle East is the alarming number of under-nourished children. While we couldn’t fix the problem overnight, as the brand that stands for nurturing a healthier future, we certainly had to start. The insight, that a mother’s love is so great that it enables her to reach out and care for children who are not her own, gave birth to the idea: “Be a mother to a generation”. Our campaign involved the mother by raising awareness on how her love can make a difference to so many children in need.

The Campaign

In the Middle East, there is an alarming number of undernourished children, with many having no access to basic everyday nutrition. As a brand committed to nurturing a healthier future for children, NIDO wanted to change this reality. We knew that if these children received two glasses of NIDO FortiGrow every day, they would get the basic nutrition they need. Our strategy was to involve mothers to champion this cause. We invited them to take a pledge to be “A mother to a generation”. For every pledge received, we gave 7 glasses of NIDO to a child in need. People could pledge on every platform of engagement. Our goal was to collect 7 million glasses. By August 2015, we had raised 14 million to reach more than 40,000 children across the region. Through the Food Banking Regional Network we have started dispensing these glasses of milk to children in need.

Creative Execution

To effectively champion the cause of undernourished children, we made it easy for people to pledge. We reduced barriers, and increased ways for them to participate. -We launched the cause with a thematic film with a call-to-action to take an online pledge. -Online, we developed a microsite optimized for multiple devices. Users could register and pledge to contribute 7 glasses of milk to a child in need for free, just by leaving their names, or a ‘hand pledge’. Pledges from social media platforms and dedicated hashtags were also driven to this online hub. -Soon, popular Lebanese TV stars joined the cause, while pledging continued on interactive pledge machines on-ground. -In an FMCG first, native ads in e-commerce platforms generated over 180,000 pledges: 239x more efficient than standard ads. -Pledging continued during Ramadan, through an integration with “Ramadan Times”, where people received the paid version for free.

• Our goal was to raise 1 million pledges, equal to 7 million glasses of milk. The campaign successfully collected 1,679,000+ pledges, the highest engagement in NIDO’s 70-year history, with a Cost-per-Acquisition 60% lower than the benchmark. • 14million+ impressions were gained through Owned/Earned media. • Instagram followers grew 200% organically. • Consumers recognized NIDO as “Being a socially responsible brand” (+9pts) and “Specialized in children’s nutritional needs” (+13pts) as we donated 14 million glasses to children in need. • The campaign delivered astounding business results as well: 53.3% Market share (+280bps) across the region. 35% Incremental sales. 96% Purchase consideration. • NIDO’s Top-of-Mind increased by 8%. In August 2015, NIDO began the dispensing of 14 million glasses of milk to 40,000 children across the region.

Credits

Name Company Role
Alex Brunori Publicis ME/Dubai Regional Excecutive Creative Director
Vijay Simon Publicis ME/Dubai Regional Creative Director
Dipti Mathur Publicis ME/Dubai Client Services Director
Kimi Nath Publicis ME/Dubai Regional Planning Director
Racha Raya Publicis ME/Dubai Associate Account Director
Heba Kharouf Publicis Me/Dubai Producer
Kamel Ajerdi Publicis ME/Dubai Senior Art Director
Kamel Zeitouny Publicis ME/Dubai Senior Arabic Copywriter
Lyne Daher Publicis ME/Dubai Senior Account Executive
Nawal Soueidan Publicis ME/Dubai Account Executive
Khaled Shehab MEC Dubai Business Director
Anthony Giordano MEC Dubai Group Account Director
Fatima Shaikh MEC Access Director
Karim Refaat MEC Dubai Group Account Manager/Social
Yasmine Saab MEC Dubai Senior Social Media Executive
Adil Showkat MEC Dubai Associate TV Planning Director
Aamar Kulkarni MEC Dubai Multiscreen Planning Lead
Surej Madhavan Thampy Business Development Director
Sreejith Aravindan Thampy Digital Media Director
Vinod Mezhukil Thampy Digital Media Manager