2016 Winners & Shortlists

Brief Explanation

Saudi cooking oil has been relatively stable for the past 2 years. Ramadan season is the busiest season for frying oil. The competition is fierce and people’s consumption is at its peak. Consumers in season buy big quantities and are used to have temporary price reductions at the same time. Al Arabi have always followed the same trend of traditional gift items and promotion packages up until 2013. The main business objective behind 2015 seasonal campaign was to achieve a total sales of 2,618 metric tons in modern trade. This was also coupled with some other soft objectives

Results and Effectiveness

Al Arabi’s overall share in supermarkets increased from 8% in May 2015 to 13.5% in June 2015. Our main competitor’s share in supermarkets remained at 5% from May till end of July 2015. The campaign prevented cannibalization of other brands and made people value the initiative versus temporary price reductions. Al Arabi maintained leadership in the industry on both business and emotional fronts.

Creative Execution

to bring the idea to life, we launched an integrated campaign with digital, radio, outdoor and magazines media. at the same time we took the experience on the ground where we utilized supermarkets and malls for placing a big wedding set to showcase our vision and campaign. people interacted with us on ground and online, we even recruited Muna Abou Sleiman to support our cause and spread the word as an enforcer. we finished the campaign with an actual wedding of the orphans, where we then relaunched another youtube and social media campaign

Insights, Strategy and the Idea

The main idea was for consumers to embrace the seasonal spirit of piety while saving money and contributing in making yesterday’s orphan, tomorrows mother. at the same time, orphans are a big deal to the local Saudi Culture and it was a big challenge to relate to the cause with the proper communication. hence, engagement was at the base of the media planning where we got people engaged with our mission and vision online and offline