2016 Winners & Shortlists

Brief Explanation

Objective: Carrefour, UAE’s largest retailer, hosts fierce competition between brands all year round. How can P&G products differentiate themselves on the aisles and form a deeper bond with an audience comprising mostly mothers? By partnering with Carrefour to create a platform that lets shoppers donate to UNICEF under a program called ‘1 pack = 1 vaccine’. Barrier: The typical Carrefour shopper is overwhelmed by clutter and bombarded with promotional messages, putting them in auto-pilot (ignoring most messages). Insight to Idea: Disrupt the shopper by demonstrating how easy it is to donate with ONE simple act that can make a mighty difference.

Results and Effectiveness

- The social video achieved 62% reach and 17% engagement vs P&G standard of 5%. It received 218% more views than the average on Carrefour’s Facebook page, with zero media spend. - The press coverage received over 1 million impressions. - Fulfilling our Business objective and achieved record sales for P&G in Carrefour, despite price-off not being part of the communication (results confidential in below section). - The campaign contributed 1.6 million vaccines, up from the 1 million versus a year ago, as a direct result of the additional volume sales driven by our campaign. That’s 1.6 million lives saved.

Creative Execution

In-store category: We leveraged our core message within our respective categories, by securing key end-caps (retailer does not allow brands to communicate within the category – clean shelf policy) In-store promo area: We positioned our display units with a multi-brand proposition in the promotional area WITHOUT communicating any price offs (typically this area is reserved only for discounts). In-store activation: We disrupted shoppers with an enticing experiential activation, within the promo area. Flyer distribution: We used promoters to navigate through the store, distributing creative messaging about our proposition. Social Media: We amplified the platform by leveraging social media to drive shoppers to the store and leverage the in-store activation to help spread the message.

Insights, Strategy and the Idea

The target is a low to middle income shopper, driven by bulk shopping, who purchase products from our category on auto-pilot. In this environment, P&G is losing share with competitors year-on-year. Our strategy was to capitalize on the Promo area, typically reserved for discounts and deals. We used this space to disrupt the shopper with creative messaging, bold displays and an experiential activation that got the shopper to not only stop, but spend on an average of up to 7 minutes within the space versus an average of 2 minutes.