2017 Winners & Shortlists

The Campaign

We built on an emotional platform in disruption with the category and addressed a simple human need, recognition, indeed, despite the nobility of our audience work, craftmanship, no one really offers them the credit they deserve and society tends to shut them out as uneducated or idle people. Our creative platform focused on recognizing their skills : You are the Master. A tribute to the hard workers, perfectionists. Shedding lights on the forgotten ones, boosting their image and most importantly their business. Indeed, Craftsmanship is part of Moroccan identity and reputation around the world, but craftsmen do not have the status they deserve. The idea was to launch a contest to celebrate craftsmanship and allocate the media budget to promote the art and work of the winner instead of the nameplate offering a nationwide exposure to him, and to craftsmanship. The campaign included TV/Radio/Outdoor worth 150K€.

Creative Execution

Our audience is very sensitive to the human contact, they like to be approached, and spending their daytime listening to Radio. Phase 1: Invitation. In Berber regions, we broadcasted our radio spot in the local dialect, and not the usual Moroccan Slung. Indeed, in this region, people do not communicate in Arabic, but use Amazigh to demonstrate their belonging to the Berber identity and culture. We also had a team on the ground distributing flyers in souks. We also pushed the campaign online through social media. The idea was also to reach craftsmen through their children. Phase 2: Promoting the winner. 1-Offering the media budget to the winner In Morocco, beyond reach, being on TV is a matter of prestige. Having its own billboards is an invaluable recognition. The objective was to reach a wider audience, to show craftsmen merit and skills.

Results

In June 2016, Dacia Dokker reached 60% market share of the Ludospaces segment, letting Fiat Doblo away behind with 30% market share. Moreover, Bipper and Nemo was forced out of the market Q2 2016. Our effort in 2016 helped the Model gains 8pts in Overall Opinion and finally exceed the segment average. Same for familiarity. In addition to this results, the contest was a huge success in terms of participation for such a target that is not used to participate in advertising campaign. - 4,232 users of the website, 60% coming from Mobile. - 218 participants, 90% through the website, 65% through the mobile website.

Abdelaziz Al Manzai is now known all over Morocco. He was the winner of a nationwide contest for craftsmanship organized by Dacia Dokker. Beyond the prize, he won a nationwide exposure for his art, passion and business, being granted the media budget for the Dacia Dokker campaign of march 2016. Indeed, the contest we organized invited our audience to win a campaign promoting their own business.

We built on an emotional platform in disruption with the category and addressed a simple human need, recognition, indeed, despite the nobility of our audience work, craftsmanship, no one really offers them the credit they deserve and society tends to shut them out as uneducated or idle people. Our creative platform focused on recognizing their skills : You are the Master. A tribute to the hard workers, perfectionists. Shedding lights on the forgotten ones, boosting their image and most importantly their business. Indeed, Craftsmanship is part of Moroccan identity and reputation around the world, but craftsmen do not have the status they deserve. The idea was to launch a contest to celebrate craftsmanship and allocate the media budget to promote the art and work of the winner instead of the nameplate offering a nationwide exposure to him, and to craftsmanship. The campaign included TV/Radio/Outdoor worth 150K€.