2017 Winners & Shortlists

MAGGI DIARIES: WOMEN OF CHANGE

Short List
BrandNESTLÉ
Product/ServiceMAGGI
EntrantPUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
CategoryFast Moving Consumer Goods
Idea Creation PUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
Media Placement PUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
Media Placement 2 MEC MENA Dubai, UNITED ARAB EMIRATES
PR PUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
Production PUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
Production 2 FILMMASTER Dubai, UNITED ARAB EMIRATES

The Campaign

From not wanting to try new cooking for fear of displeasing her husband, to the anxiety related to pursuing of a professional career, Saudi women lack the confidence to do the things that they truly want to do; believing that they are limited in their achievements. MAGGI 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. Whether it’s Aisha el Channa campaigning to remove the stigma around single moms, Lina Khalifeh teaching self-defence against domestic abuse, or Maha Laziri building schools for the less fortunate in Morocco, MAGGI Diaries provides each and every woman of change with the means to voice their message. MAGGI Diaries calls for all women to realize the power within, to overcome the challenges before them, and become #WomenOfChange.

Creative Execution

Beginning as a purely YouTube driven series supported by social media, MAGGI Diaries now includes 20-minute segments on MBC - the Middle East’s top-rated morning show. While MAGGI’s current platforms focuses on amplifying relevant causes, MBC segments tell each woman’s story, and supports their messages with live interviews. Bespoke environments like MBC.net & Shahid.net act as online hubs for content, while TV and social media continually push more content. In addition, we appointed three artists to illustrate the lives of three #WomenOfChange in the region, creating an original, limited edition #WomenOfChange Graphic Novel. Each story dramatized the real-life events of each woman, as they overcome extraordinary challenges, only to emerge as true women of change. Used to engage, encourage, and inspire all women from around the region to make a difference, the #WomenOfChange Graphic Novel helped MAGGI Diaries reignite the flame for female empowerment in the Middle East.

Thanks to the partnership with MBC, MAGGI Diaries was able to effectively reach 78% of Arab women in the region. As quantitative results for the #WomenOfChange Graphic Novel continue to filter in, the results for the overall campaign continue to exceed expectations. Reach & Engagement: •20M video views (across all platforms). •75M+ impressions (across the entirety of the campaign). •20,000+ new subscribers on the MAGGI Arabia YouTube Channel. •A 30% average VTR on YouTube (industry norm 14%). •Unique reach of 4.2 million on Facebook. •21% engagement rate on FB (4X the 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%.(Nielsen Retail Audits)

Beginning as the region’s first online-only platform that explores food and culture in the region, MAGGI Diaries has since evolved into a platform to raise awareness for the region’s most pressing issues facing Arab women - including domestic abuse, child illiteracy, and destitute women. Online webisodes have been adapted to 20-minute segments on MBC’s The Morning Show to expand the campaign’s reach, an interactive ecosystem has been created to allow real-time interaction between consumers and the brand, and to appeal to a more progressive audience hungry for change, MAGGI created the limited edition #WomenOfChange Graphic Novel.

Insights, Strategy and the Idea

Television still plays a significant role in Arab women’s daily lives; and in terms of time spent, Arab women continue to dominate the landscape. The morning show, Sabah Al Khair Ya Arab (SAYA) on MBC – the most watched TV network in the region - has been a staple source of information, and entertainment for women across the Middle East. To expand the reach of our message of female empowerment, we knew that TV was the most instrumental tool to reach our target audience. In addition to our current viewers, we also needed to influence the younger, more progressive women in the GCC to drive change in the region. With comic culture continuing to flood the Middle East, we identified and opportunity to increase the campaign’s awareness among the younger target segment, and portray exceptional #WomenOfChange as the true modern day heroines for female empowerment in the region.

Credits

Name Company Role
Jan Leube Publicis Middle East Regional Executive Creative Director
Bechara Mouzannar Publicis Communications Regional CCO
Fabio Barros Publicis Middle East Senior Art Director
Myrna Khoury Publicis Middle East Deputy General Manager
Kimi Nath Publicis Middle East Regional Planning 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
Haitham Medhat Publicis Middle East Senior Art Director
Stefania Hurtafo Publicis Middle East Account Director
Rola Haddad Publicis Middle East Account Manager
Hayat Tabsh Publicis Middle East Account Executive
Fatima Shaikh MEC MEA Regional Head Middle East & North Africa
Sofia Sacre MEC MEA 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 Experience Brand Manager
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