2018 Winners & Shortlists

ALWALIMAH CHEF SEASON 2

BrandALWALIMAH BRAND
Product/ServiceENHANCE THE COOKING SKILLS FOR THE WOMEN WHO HAVE PASSION & LOVE FOR COOKING
EntrantMAYAR FOODS COMPANY Dammam, SAUDI ARABIA
CategoryUse of Digital Platforms
Idea Creation 3 POINTS ADVERTISING Jeddah, SAUDI ARABIA
Media Placement ABILITY AGENCY Riyadh, SAUDI ARABIA
Production DIFFERENT PRODUCTION HOUSE Dubai, UNITED ARAB EMIRATES

The Campaign

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.

Creative Execution

The social media campaign was launched on Facebook, Twitter, Instagram & Snapchat through top grossing social media influencers on the 3rd of November 2017. An announcement video was hosted online to attract viewers to register into the AlWalimah chef on a microsite linked with the video. Registration was via a questionnaire and successively contestants were shortlisted basis answers to the questionnaire and then phone interviews with a chef After 8 contestants were shortlisted their names were announced on the social media pages of AlWalimah. The commencement of the competition was done via online coverage of the competition. We filmed the first-round of competition between the 8 contestants & the second-round competition between the final 4 contestants in Dubai at ICCA cooking academy. We have published the competition videos on 13th of December 2017 on the social media platforms Facebook, Instagram & Snapchat through social media influencers.

Results

- 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.

Credits

Name Company Role
Souheil Assaker Ability Agency Managing Director
Hannan Al Harbi Joker Agency CEO
Mazen Laham Different production house Managing Director
Mustafa Ahmed Al Zatari 3points Advertising agency Creative Director
Sunjeh Raja ICCA Cooking Academy CEO
Links
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