Brand | FERRERO |
Product/Service | RAFFAELLO |
Entrant | GREY MENA Dubai, UNITED ARAB EMIRATES |
Category | Use of Digital in a Promotional Campaign |
Entrant Company
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GREY MENA Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
|
GREY MENA Dubai, UNITED ARAB EMIRATES
|
Production Company
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RGB ART PRODUCTIONS Dubai, UNITED ARAB EMIRATES
|
The Brief
Challenge: The cultural setup in the Arab world does not allow a brand to interact with women on a one-on-one basis. However, Raffaello had to increase brand affinity and relevance with their core target.
Strategy: Arab women actually fake their identities to engage on social media and this cannot pose as a threat to their lives. So we carefully designed a digital promotion/activation, whereby women could feel free to interact and engage and as a result also find an identity for themselves.
To reward, Raffaello gave away weekly prizes in the form of personalised medallions in white gold - formed by words chosen by their friends to describe them.
Creative Execution
Where: Digital and Facebook / When: Jan-Feb 2015 for 2 months
A microsite was launched to enable users to invite their friends through Facebook to help discover themselves.
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.
As per the original plan, Facebook was to be used to drive traffic to the microsite. However when we started getting the posts that we did, we had to re-engage, even thanking them and in some cases sending private messages.
Describe the success of the promotion with both client and consumer including some quantifiable results
We not only had very proud weekly winners with personalised gold pendants,
but also had 64,033 Arab women voicing their inner thoughts, an increased fan base of 160% and a sales boost of 67% during the period of the promotion. The increased fan base is proof of the influence Raffaello’s activation had on the audience.
Explain why the method of promotion was most relevant to the product or service
The unassuming Raffaello 'Find who you truly are' digital activation was indeed a consumer promotion with weekly prizes that turned into an activation with a purpose - to help them identify their true inner selves. It was a platform to engage with our fragile target audience (women in the Arab world) and increase brand relevance.
A microsite was launched to enable users to invite their friends through Facebook to help discover themselves.
Friends had to choose words that described the user. These words transformed into beautiful personalised medallions that was sharable on social media. Every week, users won personalised medallions in white gold. 8 winners won over the period of 2 months.
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.
Credits
Mike Shackle |
Grey Worldwide Dubai |
Chief Creative Officer |
Vidya Manmohan |
Grey Worldwide Dubai |
Executive Creative Director |
Bernat Motjer |
Grey Worldwide Dubai |
Senior Art Director |
Ivan Rios |
Grey Worldwide Dubai |
Digital Associate Creative Director |
Rohit Arora |
Grey Worldwide Dubai |
Planning Director |
Omaima Saad |
Grey Worldwide Dubai |
Arabic Associate Creative Director |
Zeina Hakam |
Grey Worldwide Dubai |
Social Media Manager |
Hala Mounayer |
Grey Worldwide Dubai |
Account Director |
Rolando Ruiz |
Grey Worldwide Dubai |
Art Director |
Srinivas Sarma |
Grey Worldwide Dubai |
Graphic Designer |
Fadi El Assi |
Grey Worldwide Dubai |
Client Services Director |
Cris Meza |
Grey Worldwide Dubai |
Business Director |