Arab women speak their heart
Brand | UNILEVER |
Product/Service | BROOKE BOND RED LABEL |
Entrant | WUNDERMAN DUBAI, UNITED ARAB EMIRATES |
Category | Fast Moving Consumer Goods |
Idea Creation
|
WUNDERMAN DUBAI, UNITED ARAB EMIRATES
|
Media Placement
|
PHD Dubai, UNITED ARAB EMIRATES
|
Production
|
MMTTV PRODUCTIONS Amsterdam, THE NETHERLANDS
|
Production 2
|
FLICKER SHOW PRODUCTIONS Dubai, UNITED ARAB EMIRATES
|
The Campaign
Intense conversations are being bottled up because of fear and taboos. We took these conversations waiting to happen to mass media and different touchpoints to spark an opinion with our audience giving them a chance to speak their heart, regardless of whether the opinion was positive or negative. Because, everybody has the right to speak.
Creative Execution
Given the subject was close to Arabs’ hearts, we invited them to take part in the conversation.
We began with a 30” teaser TVC and digital video that featured a husband stressed about work and a wife who makes a strong cup of Red Label to help ease his tension.
At this point, audiences were invited to be part of the conversation, and choose from one of two outcomes filmed: one where the husband opens up and continues the conversation and one where he doesn’t. A call-to-action on TVC to make a choice, and the hashtag #SpeakYourHeart drove the viewers from TV to online platforms to shape the conversation.
After this we complemented the campaign with more stories featuring well-known celebrities and influencers from the region.
Business:
67% sales increase from 2015
More than 8 points average increase in each of the 10 brand attributes
Reach and engagement:
68% reach across all touchpoints
More than 5 million interactions, with a 18.09% engagement rate
The core of this campaign wasn't the content produced by us. What really made our campaign strong was how our audience grasped each piece of content and expressed their opinion about it. Our media innovation was how we helped people speak their heart on different touchpoints, like on YouTube where they could choose between two possible endings. Same on Twitter where, through Conversation Cards, you could tweet your opinion supporting one of the two possible endings. At the end, everybody spoke their heart.
Insights, Strategy and the Idea
Qualitative research, focus groups and scientific research helped unearth the consumer insight that would help us:
Tea is a social enabler, the act of sharing a pot of tea brings people together and creates conversation. We asked ourselves: what kind of meaningful conversations are important for the Arab region?
Women are the biggest buyers of tea, but men are often the highest consumers of it. The state of women in the region, despite having evolved, is far behind that of Western countries. Women in the region don’t tend to talk and open up about feelings, especially to close family, as they fear ‘rocking the boat’. As one testimony shows: “When you think of marriage you think of masks… that is what my relationship with my husband is – constantly showing feelings that you don’t feel in your heart”.
We needed our audience to speak their heart and make change possible.
Credits
Piotr Chrobot |
Wunderman MENA |
Executive Creative Director |
Louis Moghabghab |
Wunderman MENA |
Creative Group Head |
Malesh Ponnusamy |
Wunderman MENA |
Creative Group Head |
Hassan Syed |
Wunderman MENA |
Senior Copywriter |
Agata Kubien |
Wunderman MENA |
Senior Art Director |
Nabila Zaidi |
Wunderman MENA |
English Copywriter |
Shimaa Nabil |
Wunderman MENA |
Arabic Copywriter |
Alvaro Bretel |
Wunderman MENA |
Strategy Director |
Carla Louis |
Wunderman MENA |
Creative Services Manager |
Georges Kallab |
Wunderman MENA |
Group Account Director |
Pooja Sookur |
Wunderman MENA |
Junior Account Director |
Anjali Makhija |
Wunderman MENA |
Senior Account Executive |
Mihad Kashif |
Wunderman MENA |
Senior Community Manager |
Nidheesh Jose |
Wunderman MENA |
Artwork |
Tissa Ka |
Wunderman MENA |
Artwork |
Hussein Kandil |
Unilever |
Marketing Manager Refreshments, NAME Central & White Space Mixes |
Hesham Aboul-Hassan |
Unilever |
Marketing Manager |
Joumana Haddad |
Unilever |
Brand Manager |
Links
Social Media URL