|Product/Service||ENHANCE THE COOKING SKILLS FOR THE WOMEN WHO HAVE PASSION & LOVE FOR COOKING|
|Entrant||MAYAR FOODS COMPANY Dammam, SAUDI ARABIA|
|Category||Online: Fiction & Non-Fiction|
3 POINTS ADVERTISING Jeddah, SAUDI ARABIA
ABILITY AGENCY Riyadh, SAUDI ARABIA
DIFFERENT PRODUCTION HOUSE Dubai, UNITED ARAB EMIRATES
An artist is as good as his imagination and a chef is no different! And competing in the AlWalimah Chef culinary art competition is no different from a game of chess. Mona Mosly and Hadeel Bokhari are shown facing off each other at a game of chess with pieces made of different cooking ingredients. By developing a strategy and understanding their competition the players can win in this board game of times.
The competition campaign was kicked off with a launch video & digital media campaign which attracted 30,000+ visitors to register into the competition. With the help of professional chef leading multiple rounds of selection, only 8 contestants from different walks of life were selected to participate in the event hosted at ICCA premises. The ladies spent 3 days at the ICCA engaging in several activities. The first day was kicked off with the participants going through a rigorous workshop and then knockout round judged by world renowned chefs Daniel Hiltbrunner & Maia Tsakanova & Saudi Celebrity Chef Mona Mosly.Post this only 4 finalists then competed in the ultimate culinary battle to win the AlWalimah Chef based on the judges evaluation (70%) & online viewer votes (30%).
The award ceremony was hosted at the Al Muhaidib headquarter in Dammam by Lojain Omran and Mona Mosly.
- More than 21 million viewers followed the competition across different social media platforms.
- The campaign reached to 60M users in the GCC
- The VTR achieved a 40.3% which is 4 times the market average of 10% (according to the social channels’ market average)
- The Digital media campaign motivating +30,000 visitors to the competition website
This is the 1st online cooking competition (campaign) in the region. With more than 21 Million views across social media platforms (facebook, twitter, Instagram & snapchat) both the seasons (2016 & 17) went viral across the GCC & Saudi Arabia.
It is also one of the biggest online campaigns for an FMCG brand in Saudi Arabia
Building on the growing trend of the cooking passion in the world, the region, & Saudi Arabia, along with the global trend of digital overtaking TV, knowing how Saudi Arabia is a leading market on YouTube, and one of the top in social media platforms, we’ve created this interactive seasonal online competition to build AlWalimah brand’s equity to new heights.
|Mustafa Ahmed Al Zatari
||3Points Advertising agency
||Different production house
||ICCA Cooking Academy