2017 Winners & Shortlists

The Campaign

We needed to target women in a direct way & appeal to their desire to create a happy home. The question was, is there a smarter way to target using the data solutions at hand? Social media allows for efficient gender targeting, but in Saudi women are reluctant to share information and go so far as to register as “male,” achieving virtual anonymity. With the help of P&G we identified the exact number of females living is Saudi (12.464), combining that with internet penetration and FB penetration figures (64.7% & 49%) we knew that the gender figures simply didn’t add up. Armed with human understanding and some simple data math we added females to a “filtered male” population. Our “filtered male” group started with all males and using FB insights, eliminated those whose interests were male specific. This new math provided us with the first true Saudi “Female” online population.

Creative Execution

With Hatoon Kadi the witty Saudi celebrity as brand ambassador we ran simulations for KSA & UAE; replicating embarrassing situations. In KSA a car with junk food and trash in the back & in malls with rotting fish. On both occasions blindfolded individuals smiled describing refreshing smells and surprised when the blindfold was removed. In UAE Chef Osama cooked a smelly dish in a glass house afterwards participants were asked to walk in only again to be surprised. This footage was edited for our TVCs and Videos; distributed through integrated screen planning to maximize reach and used YT remarketing to ensure consumer engagement.

Despite the many challenges and tight budgets, Febreze truly delighted consumer, scoring a 42% on “making them happy because their homes smell good” & 50% on eliminating “odor."

In a data heavy communication world, there is a tendency to get wrapped up in the pure numbers of things. What can get lost the need to recognize that all of that data is there to help us find true human stories. Our job as media professionals is to take the necessary step back and view the larger picture filled with social nuance and human understanding before acting on simple numbers. With a human view to targeting, we brought data to work through the lens of the unique of of Saudi women and they desire to NOT share data.

Insights, Strategy and the Idea

With our improved targeting capabilities, we could focus on ensuring the messages were relevant and meaningful to our Saudi Females. We focused on the "wow" effect of Febreeze to eliminate smells through on ground events which we captured in video and then curated across dynamic delivery across screens focusing on multi-screen reach including TV, Facebook and YouTube.