2018 Winners & Shortlists

KEFA SPARE PARTS

Bronze

Case Film

Presentation Image

Client/BrandAWR ARABIAN AUTOMOBILES
Product/ServiceNISSAN GENUINE PARTS / SERVICE CENTER
EntrantTBWA\RAAD Dubai, UNITED ARAB EMIRATES
Type of EntryChannels
CategoryUse of Stunts
Idea Creation TBWA\RAAD Dubai, UNITED ARAB EMIRATES
Media Placement OMD Dubai, UNITED ARAB EMIRATES

The Campaign

We decided to sell the most ridiculous fake spare parts…ever. Rearranging the letters of the word “FAKE”, we created a brand called “KEFA” offering an air filter, fuel injector and brake rotors. Except, they’re really a kitchen strainer, printer toner and shower drain respectively. Each of those parts was placed in a packaging similar to genuine parts with descriptions about their functionality; innovative design to increase acceleration, lighter more resistant, 6x more efficient and extra perforation for extra braking power.

Creative Execution

But that wasn’t enough. We really wanted to sell our KEFA fake spare parts. So, we placed them on Dubizzle, the UAE biggest online auto parts trade portal so that whenever someone demonstrated interest in them, we made sure they got our message about how easy it is to be tricked by fake parts along with rewarding with a service discount voucher. And although being at the DIMS guaranteed reaching our bullseye target audience, but it didn’t guarantee enough reach to achieve our objective. So, we turned our collated answers from DIMS into an online film which was posted on AAC’s Facebook page. The film was promoted for the first 2 days to give it the proper boost. This made sure that we got to the largest possible portion of automotive fans and car enthusiasts.

The response was overwhelming. The film recorded more than 1.3 million impressions and achieved the highest ever engagement on AAC’s page with a +2,675% compared to previous posts. Social listening registered a 90% positive sentiment with comments flooding in appreciating the lighthearted approach while tagging and sharing with friends making sure our message got to even a bigger audience. Our posts on Dubizzle reached over 1,000 car enthusiasts while 72% of the service discount vouchers were redeemed over the following 2 weeks. Sooner rather than later, our film was picked by top automotive pages in the UAE such as Drive Arabia, Yalla Motor and Assayarat further expanding our message within our bullseye target audience and ultimately placing AAC in the driving seat of educating people on the risks of spare parts.

The integration of social media channels along with online marketplaces made the campaign the success it was. The combination was detrimental - using social media to make sure that our awareness message reached the widest audience of car enthusiasts on the platforms they're already on while using online marketplaces guaranteed one-on-one personal delivery of the message along with the discount voucher. This channel strategy allowed our message to resonate while impacting the core business of the brand.

Insights, Strategy and the Idea

Naturally, our target audience was car owners in general for awareness, but more specifically Nissan car owners. Accordingly, we went to the grandest assembly for avid car lovers; Dubai International Motor Show. To these people, we wanted to prove without a shred of doubt that they have absolutely no idea how to tell the difference between fake and genuine parts. The strategy was to put the product in the hands of at least 100 car fans and ask them about it on camera. Do they like it? Would they use it? Would they buy it? Based on their answers, we would hand out service discount vouchers to Nissan car owners for their participation making it clear call to action that knowing car parts is our business, along with an invite for them to book their service now. This would serve as content fro social media to ensure wider reach.

Credits

Name Company Position
Walid Kanaan TBWA\RAAD Chief Creative Officer
Fouad Abdel Malak TBWA\RAAD Executive Creative Director
Manuel Borde TBWA\RAAD Creative Director
Leonardo Konjedic TBWA\RAAD Copywriter
Pedro Velasquez TBWA\RAAD Art Director
John Abiad TBWA\RAAD Account Director
Richard Rao TBWA\RAAD Senior Account Executive
Joe Laham TBWA\RAAD Head of Client Services
Rouba Asmar TBWA\RAAD Head of Production
Alia Fakha TBWA\RAAD Producer
Raul Talwar Independent Producer
Camilo Rojas TBWA\RAAD Motion Graphics Designer
Ali Cheikhali TBWA\RAAD Senior Strategic Planner
Hazem Atieh / Ezzat Habra TBWA\RAAD Creative Services Managers
Links
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