Brand | RENAULT MAROC |
Product/Service | DACIA DOKKER |
Entrant | J. WALTER THOMPSON Casablanca, MOROCCO |
Category | Durable Consumer Goods, including Cars |
Idea Creation
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J. WALTER THOMPSON Casablanca, MOROCCO
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Media Placement
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J. WALTER THOMPSON Casablanca, MOROCCO
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PR
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J. WALTER THOMPSON Casablanca, MOROCCO
|
Production
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J. WALTER THOMPSON Casablanca, MOROCCO
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The Campaign
We built on an emotional platform in disruption with the category and addressed a simple human need, recognition, indeed, despite the nobility of our audience work, craftmanship, no one really offers them the credit they deserve and society tends to shut them out as uneducated or idle people.
Our creative platform focused on recognizing their skills : You are the Master. A tribute to the hard workers, perfectionists. Shedding lights on the forgotten ones, boosting their image and most importantly their business.
Indeed, Craftmanship is part of Moroccan identity and reputation around the world, but craftmen do not have the status they deserve.
The idea was to launch a contest to celebrate craftsmanship and allocate the media budget to promote the art and work of the winner instead of the nameplate offering a nationwide exposure to him, and to craftmanship. The campaign included TV/Radio/Outdoor worth 150K€.
Creative Execution
Our audience is very sensitive to the human contact, they like to be approached, and spending their daytime listening to Radio.
Phase 1: Invitation.
In Berber regions, we broadcasted our radio spot in the local dialect, and not the usual Moroccan Slung. Indeed, in this region, people do not communicate in Arabic, but use Amazigh to demonstrate their belonging to the Berber identity and culture.
We also had a team on the ground distributing flyers in souks. We also pushed the campaign online through social media. The idea was also to reach craftsmen through their children.
Phase 2: Promoting the winner.
1-Offering the media budget to the winner
In Morocco, beyond reach, being on TV is a matter of prestige. Having its own billboards is an invaluable recognition.
The objective was to reach a wider audience, to show craftsmen merit and skills.
Describe the success of the promotion with both client and consumer including some quantifiable results
In June 2016, Dacia Dokker reached 60% market share of the Ludospaces segment, letting Fiat Doblo away behind with 30% market share.
Moreover, Bipper and Nemo was forced out of the market Q2 2016.
Our effort in 2016 helped the Model gains 8pts in Overall Opinion and finally exceed the segment average. Same for familiarity.
In addition to this results, the contest was a huge success in terms of participation for such a target that is not used to participate in advertising campaign.
- 4,232 users of the website, 60% coming from Mobile.
- 218 participants, 90% through the website, 65% through the mobile website.
Explain why the method of promotion was most relevant to the product or service
Abdelaziz Al Manzai is now known all over Morocco. He was the winner of a nationwide contest for craftmanship organized by Dacia Dokker.
Beyond the prize, he won a nationwide exposure for his art, passion and business, being granted the media budget for the Dacia Dokker campaign of march 2016.
Indeed, the contest we organized invited our audience to win a campaign promoting their own business.
The ambition was to target small commerce owners (groceries, small retailers…) professionals (plumber, electrician...) and craftsmen.
Usually perceived as very rational in their choice, having low income, and willing to buy a car that will allow them to use it for their everyday working tasks, as well as for the family.
They are often family patriarch bringing the only family revenue to their house, they are working hard to offer to their family a better life than the one they had while they were kids.
They don’t feel valued and recognized by the society for their work, they are in need of recognition, and specially in front of their family.
We built on an emotional platform in disruption with the category and addressed a simple human need, with the willingness to shed some light on an forgotten community.
Credits
Ramsey Naja |
J. Walter Thompson |
Chief Creative Officer |
Chafic Haddad |
J. Walter Thompson |
Chief Creative Officer |
Hazem Kaddour |
J. Walter Thompson Casablanca |
Managing Director |
Marouane El Hanafi |
J. Walter Thompson Casablanca |
Associate Creative Director |
Sarah Bencherqi |
J. Walter Thompson Casablanca |
Account Manager |
Houda Moulki |
J. Walter Thompson Casablanca |
Account Executive |
Yasmine Loukmari |
J. Walter Thompson |
Art Director |
Samir Abouzakaria |
J. Walter Thompson Casablanca |
Art Director |
Naoufal Badri |
OMD Morocco |
General Manager |
Younes Messaoud |
J. Walter Thompson Casablanca |
Head of Studio |
Ahmed Soltan |
J. Walter Thompson Casablanca |
Creative Services Manager |
Lilia Rachedi |
OMD Morocco |
Account Director |
Amal Hatifi |
OMD Morocco |
Digital Media Planner |
Achraf Lemnini |
Share Conseil |
General Manager |
Siham Abid |
Renault Maroc |
Communication Manager |
Loubna Rharbi |
Renault Maroc |
Brand Manager |
Adnane Smaili |
Renault Maroc |
Digital Manager |
Riadh El Hajjar |
Share Conseil |
Project Manager |
Pierre Truss |
Renault Maroc |
Marketing Director |
Lamia Ameur |
Renault Maroc |
Marketing Director |
Ahmed El Zoghlami |
J. Walter Thompson Casablanca |
Executive Creative Director |
Links
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