2017 Winners & Shortlists

The Campaign

From not wanting to try new cooking for fear of displeasing her husband, to the anxiety related to pursuing of a professional career, Saudi women lack the confidence to do the things that they truly want to do; believing that they are limited in their achievements. MAGGI disagrees, and believes that every woman is a force for change. MAGGI Diaries is about celebrating Arab women who have defied the status quo, and improved, not only their own lives, but their communities as well. Whether it’s Aisha el Channa campaigning to remove the stigma around single moms, Lina Khalifeh teaching self-defence against domestic abuse, or Maha Laziri building schools for the less fortunate in Morocco, MAGGI Diaries provides each and every woman of change with the means to voice their message. MAGGI Diaries calls for all women to realize the power within, to overcome the challenges before them, and become #WomenOfChange.

Creative Execution

The campaign allows viewers to interact with ambassadors, experience new countries, and contribute to the cause highlighted in each episode through a variety of communication channels, including: -The MBC morning show, including teaser trailers, 20-minute episodes, and interviews with MBC. -Websiodes on MAGGI’s dedicated YouTube channel. -Social Media – daily posts, competitions, and Facebook Live Sessions to engage directly with viewers. -InstaStories - showcasing the women, their challenges, and encouraging others to try MAGGI recipes. -Snapchat Stories - from the MAGGI Diaries ambassadors, as well as the #WomenOfChange. -Twitter Polls – to better understand women in the region and to provide more relevant content. -On-Ground Events - demonstrating how ordinary, everyday women can make a difference. -The #WomenOfChange Graphic Novel – depicting three of the most influential #WomenOfChange as the modern-day heroines of the movement, and inspiring future generations to follow in their footsteps.

By giving a voice to the courageous women pushing for change in the Middle East, and portraying them as the modern-day heroines of their communities, MAGGI Diaries developed an original, and impactful way of elevating the battle for female empowerment in the region. While quantitative results for the #WomenOfChange Graphic Novel continue to filter in, the initial feedback from our audience has been overwhelmingly positive; while the marketing results continue to exceed the expectations: •Saudi Arabia: 75.5% to 81%* •Kuwait: 76% to 86%* •UAE: 78% to 84% * *(Nielsen Retail Audits) -Brand loyalty increased from 75% to 81%* -20M views across all platforms -Agreement increased for: -"Helps me contribute to a better life” – from 68% to 80%* -“Helps me make a difference in my loved ones lives through everyday cooking” – from 71% to 83%* * Saudi, Jun/Jul 2015 v. May 2016

Celebrating women who have brought positive change to their communities, the MAGGI Diaries Season 3 campaign was supported by a fully integrated campaign that fueled both engagement, and conversation, while achieving outstanding commercial results. While each episode supporting a single cause, we used a number of different platforms – from online and social, to outdoor, print, and even a limited edition Graphic Novel - to maximise the impact of our campaign’s message. Through this holistic ecosystem, our range of full-year adaptive content was used to strengthen the voice, and message of MAGGI Diaries, and allow real-time interaction for viewers.

Women in the Middle East want to be a force for change. The purpose of MAGGI Diaries is to inspire these women to push them to make a difference – for both themselves, and future generations. Knowing that our audience gravitates towards brands with real-world purpose, MAGGI Diaries wanted to strengthen its platform for women’s empowerment in the region. To grow engagement for the social causes MAGGI supports, every episode highlights a particular cause – from domestic violence, to the refugee crises. We used TV to raise awareness, and moved the content online to drive engagement. Content was extended on our social media platforms, and allowed the audience to be a part of the cause by donating funds to help build schools, train against domestic abuse, aid in blood donation, and help spread the awareness of exceptional women in the Middle East.