2017 Winners & Shortlists

Arab women speak their heart

BrandUNILEVER
Product/ServiceBROOKE BOND RED LABEL
EntrantWUNDERMAN DUBAI, UNITED ARAB EMIRATES
CategoryFast 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

Name Company Role
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
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