2018 Winners & Shortlists

EXPOSING BIG SUGAR

Short List
Client/BrandMINISTRY OF HEALTH
Product/ServiceCAMPAIGN AGAINST SUGAR OVER-CONSUMPTION
EntrantGREY MENA Dubai, UNITED ARAB EMIRATES
Type of EntryHealth & Wellbeing: Education & Awareness
CategoryPublic Education & Awareness
Idea Creation GREY MENA Dubai, UNITED ARAB EMIRATES
Media Placement MEDIACOM MENA Dubai, UNITED ARAB EMIRATES
Production VIP FILMS Dubai, UNITED ARAB EMIRATES
Additional Company RGB ART PRODUCTIONS Dubai, UNITED ARAB EMIRATES

The Campaign

The Creative Idea was to turn brands’ sugary claims into honest ads. We decoded claims like ‘taste happiness’ and ‘gives you wings’ to expose just how much sugar was hidden behind them. Execution: The honest campaign helped raise awareness across the UAE in outdoor, film, in-store, radio and online. While the microsite yourhealthcomesfirst.ae allowed people to learn more about how to decode sugar with useful tools. On social, engaging posts and games got people involved and talking about the matter. The Ministry rewarded winners with campaign merchandise and prizes.

Creative Execution

From Dec 2017 to Mar 2018, OOH was utilized to create mass awareness focusing on smaller formats to increase reach & frequency, across the UAE. The selected formats allowed us to showcase our different messages and drinks in sequence to link them all together and ensure our audience understands the core message. We also had targeted in-store messaging at supermarkets and petrol stations, where the sugary drinks were being sold. On digital, we used channel based Targeting: Food & Drink, Health & Fitness, Family & Parenting and used relevant keyword to deliver against relevant content (Sodas, Fruit Juices, Energy and Sports drinks) Our Radio spots mimicked the existing sweetened beverage ads but interrupted the sugary claims with the truth.

Social: The objective on Facebook and Instagram was different based on the post type. We ran video views, engagement for quizzes and reach for regular posts. Across the different posts/ objectives, we saw positive results. The planned monthly reach was 54%, ad recall uplift benchmark is 9% and our average so far is around 11%. When it comes to people taking action, on our plan for the full campaign we were estimating to achieve 120k, so far we reached around 142k.Youtube: VTR benchmark is 14%, our VTR level is around 41% which shows the relevance of our ad to our TG and resulting in lower CPV. Display: Our impressions, clicks and CTR are all above the planned levels that are based on benchmark. Current CTR 0.18% vs 0.15% benchmark. Impressions we already achieved around 2.1M and the plan was 1.6M Clicks. We already achieved 3K+ to the plan of 2.4K.

This was a nation-wide campaign initiated by the Ministry of Health to create awareness about the over-consumption of sugary drinks. The campaign elements included an intensive outdoor media spend along with digital touch points, radio in English and arabic and film.

Through the Launch, Educate, and Sustain model UAE nationals and residents were targeted - 18 to 45 who are into drinking Sodas, Fruit Juices, Energy drinks and Sports drinks. Launch: The campaigns touchpoint selection was based on the balance of high conversion & targetability instead of only mass buys. We went outdoors across the UAE, on radio, created ivideos, Displays and Search. Educate: Facebook, Instagram & www.yourhealthcomesfirst.ae was used to educate. Posting about quizzes and trivia in order to expose the amounts of sugar hidden in our favourite drinks. Facebook & Instagram targeted the interests and affinities of the audience making the campaign relevant to them. Sustain:Local Emirati influencers helped take the campaign further by challenging followers to quit sugary drinks for a minimum of 1 week. Influencers also helped show fans real-life applications of information from the campaign, with tips to avoid sugar. All in Eng. & Arb.

Credits

Name Company Position
Ali Shabaz Grey MENA Chief Creative Ofiicer
Vidya Manmohan Grey Dubai Executive Creative Director
Athina Afton Lalljee Grey Dubai Senior Copywriter
Khaled Ibrahim Grey Dubai Senior Art Director
Omaima Saad Grey Dubai Associate Creative Director
Dzila Dik Grey Dubai Client Services Director
Hala Mounayar Grey Dubai Client Services Manager
Sujith Krishnan Grey Dubai Studio Manager
Hany Tamba VIP Films Film Director
Rafic Tamba VIP Films CEO
Paula Tamba VIP Films Regional Executive Producer
Martha Nassar VIP Films Producer
Jana Barnard VIP Films Line Producer
Emmanuel Soyer VIP Films Director of Photography
Sanil Chandran RGB Art Production Video Editor
Astrid Tsotetsi Grey Capetown Producer
Radio Production Finetune Studios Radio Production
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