2019 Winners & Shortlists

REST AFTER FAME

Short List
Client/BrandIKEA, SAUDI ARABIA
Product/ServiceTVEKSAM, EGG CUP
EntrantLEO BURNETT Jeddah, SAUDI ARABIA
Type of EntryDigital & Social
CategoryUse of Social Platforms
Idea Creation LEO BURNETT Jeddah, SAUDI ARABIA
Media Placement LEO BURNETT Jeddah, SAUDI ARABIA
PR LEO BURNETT Jeddah, SAUDI ARABIA
Production LEO BURNETT Jeddah, SAUDI ARABIA

Why is this work relevant for Direct?

This simple social media post was done as a reaction to the biggest trend happening in the world at the beginning of the year after two hours from the egg breaking its record. The post was done inspired by the MEMES culture, and it succeeded to let the international and local audience to engage with the brand and with each other by sharing, tagging, commenting and even writing about it online and offline that led to generate masses of articles just only by riding the momentum of the world record egg.

Background.

An ordinary brown egg toppled Kyle Jenner’s baby as the most-liked post on Instagram breaking her world-record of 50 million likes. We wanted to turn this as an opportunity for our client and create something fast, simple, witty, and relevant to react along with the crowd and ride the viral wave of the egg.

Describe the creative idea.

With all that fame, a world-famous egg has got to rest! And what’ better to rest on than a comfy egg holder from the world-famous furniture brand that’s known to have everyone’s back? After the @world_record_egg broke the record with two hours, we reacted to this news with the same egg laying on IKEA’s TVEKSAM egg holder on Instagram with a caption “After all this fame, get some rest!”

Describe the strategy.

We chose to have one simple Instagram post with an eggcellent impact targeting the masses intrigued by the egg topic. Given the egg was laid on Instagram, so was our egg holder nest for it. The followed approach was to congratulating the new Insta-queen by giving it an egg worthy throne.

Describe the execution.

Following the same minimalistic approach of the @world_record_egg’s post, we got the same egg from shutterstock and laid it down on our TVEKSAM EGG holder with the famous IKEA price tag and the caption written on Instagram “after all this fame, get some rest!” the post was instantly launched after two hours of the egg breaking its record as a reactive content”

List the results.

41+ Million Impressions 112 thousand dollars of Earned Media Value 20% increase in the Website Visits Sales of the TVEKSAM Egg Cup increased by 49%

Credits

Name Company Position
Bechara Mouzannar Publicis Communications Chief Creative Officer
George Maktabi Publicis Communications Chief Operating Officer
Mohammad Bahmishan Publicis Communications Reginal ECD
Mohammed Sehly Leo Burnett Saudi Arabia Creative Director
Haitham Darwish Leo Burnett Saudi Arabia Senior Art Director
Omar Mougharbel Leo Burnett Saudi Arabia Junior Art Director
Danah Garii Leo Burnett Saudi Arabia Junior Copywriter
Thamer Farsi Leo Burnett Saudi Arabia Regional Managing Director
Samir Antoun Leo Burnett Saudi Arabia General Manager
Makram Khatib Leo Burnett Saudi Arabia Account Director
Links
Social Media URL