2016 Winners & Shortlists

Creative Execution

A microsite was launched to enable users to invite their friends through Facebook to help discover them. Friends had to choose words that described the user. These words transformed into beautiful medallions that could be shared on social media. They also transformed into pendants in white gold for weekly winners. In parallel, an emotional video that was meant to drive traffic to the microsite, not only served the purpose but also made women think about themselves and inspired them to pour their hearts out on facebook.

Client success: 67% sales increase Consumer Success: The Raffaello fan base grew by 160% in two months. Weekly winners were gifted personalised pendants in white gold. The promotion also became a means for women to open up and voice their inner thoughts, express pride and what they wished for. 64,033 Arab women voiced their inner thoughts.

Business Objectives - To implement a consumer promotion based on brand values and not value-for-money. Marketing & Communications Objectives - They wanted to genuinely connect with women in the Arab world; without being another brand that attempts to connect on a superficial level. According to The World Economic Forum, Global Gender Gap Report, 2014 ranked Saudi Arabia 130th out of 142 countries for gender parity. Women in the region too yearned for self identity but the cultural norms were a threat. Raffaello was in the process of shifting their platform from 'Sophisticated self indulgence' to 'Soul-searching' and this was the perfect setting to engage through a meaningful promotion and help women in the Arab world discover who they truly were.