2017 Winners & Shortlists

MAGGI DIARIES SERIES 2 - PASSING ON TRADITIONS

Client/BrandNESTLÉ MIDDLE EAST
Product/ServiceMAGGI
EntrantPUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
Type of EntryOnline Video
CategoryWebisodes / Series
Idea Creation PUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
Media Placement MEC MENA Dubai, UNITED ARAB EMIRATES
Production FILMMASTER Dubai, UNITED ARAB EMIRATES

The Campaign

From the small, and trivial changes of daily life, to potentially life altering decisions, Saudi women often lack the confidence to do the things that they truly aspire to do, with the belief that they are limited in their achievements by the conventions of society. MAGGI respectfully 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. A series of online webisodes, MAGGI Diaries lets the audience live, and contribute to the various causes that our #WomenOfChange champion. From video content and interaction with influencers, to online contributions, and a weekly 20 minute segment on MBC’s The Morning Show, MAGGI Diaries calls for all women to realize the power within, to overcome the challenges and obstacles before them, and ultimately become #WomenOfChange.

Creative Execution

Each MAGGI Diaries episode highlights a social cause that’s important to women in the region. “Passing on Traditions” takes us to the mountains of Oman. Moza runs a foundation that provides low-income women with funds to start a business. Zahra is an elderly woman passionate about preserving (fast-disappearing) traditional Omani dishes. We combine their skills to create a sustainable initiative for the community: a cooking school. Zahra passes her culinary knowledge on to women who need the extra income, and they become cooking teachers themselves. Moza invests the funds she’s raised in skills that the women will benefit from in the long-term. At the end of the episode, the audience is treated to a taste of what we have been able to preserve: a recipe for a traditional Omani bread. Just one dish that we can keep enjoying thanks to women like Moza, Zahra and their new generation of cooks.

We raised over US$15,000 online to help build a school for the village. Currently under construction, the school is set to be complete in 2017. Brand results for MAGGI Diaries: Reach & Engagement: •20M video views (across all platforms) •75M+ impressions delivered (across the entirety of the campaign) •20,000+ new subscribers on the MAGGI Arabia YouTube Channel •Unique reach of 4.2 million on Facebook •21% engagement rate on FB (4X category norm) •Brand loyalty increased (75% to 80%) Business Targets: -Organic Growth For the challenges faced throughout the year, leaving 2016 with a 9.1% Organic Growth rate (Obj: 10%) is an extremely positive results for the brand. -Market Share Increased across all priority markets: KSA: 75% to 81%; KWT: 76% to 86%; UAE: 78% to 84%. Sources: Facebook analytics, Youtube analytics, Nestlé internal sales data, AC Nielsen Retail Audits

We spoke directly with Arab women to empower them, and prove that every woman has true potential to become a force for change in the region. Following the insight that Arab women are inspired by other women, MAGGI wanted to document true, real-life stories of ordinary women overcoming obstacles, and challenges to make a positive change in their lives, and for the society they live in. The MAGGI Diaries episodes are supported by an interactive ecosystem, consisting of adaptive content leveraged across all social media platforms - from teaser posters, and Facebook live sessions, to downloadable video content, and even a limited edition #WomenOfChange Graphic Novel - creating a holistic, cross-platform plan targeting specific age groups and audience to amplify the already existing audience of MAGGI Diaries.

Credits

Name Company Position
Bechara Mouzannar Publicis Communications Regional CCO
Jan Leube Publicis Middle East Regional Executive Creative Director
Myrna Khoury Publicis Middle East Deputy General Manager
Kimi Nath Publicis Middle East Regional Planning Director
Stefania Hurtado Publicis Middle East Account Director
Fabio Barros Publicis Middle East Senior Art Director
Braden Deatcher Publicis Middle East Senior English Copywriter
Nadia Karim Publicis Middle East Art Director
Abdel Hamid Bekhettou Publicis Middle East Senior Arabic Conceptualizer
Abdel Hamid Bekhettou Publicis Middle East Senior Arabic Conceptualizer
Rola Haddad Publicis Middle East Account Manager
Hayat Tabsh Publicis Middle East Account Executive
Fatima Shaikh MEC Regional Head Middle East & North Africa
Sofia Sacre MEC Group Account Manager - Social
Massimiliano Ambrosini Filmmasters MEA Creative Director
Emile Douaihy Nestle Middle East Business Executive Officer
Jessy Abdulnour Nestle Middle East Group Product Manager
Maiada ElShahawy Nestle Middle East Consumer Brand Experience Manager
Links
Video URL