2019 Winners & Shortlists

Why is this work relevant for Integrated?

Jordanian waits for Ramadan to hunt for the best offers. As for that, Toyota introduced Um Khaled the mother of all haggler who was able to get the best deals on all Toyota models. We have succeeded to gain the attention of our target audience tapping into what most needed, which stood out amongst our competition for offering the best deals. Jordanian's media consumption during this month increases drastically, According to that we used TV, Digital, Social media, OOH, print and a handout book as media tools to reach them.

Background

During Ramadan, automotive sales soar and the competition among all the automotive industry in Jordan increases drastically and the buyers await Ramadan offers to believe that brands present customers with the best deals during the month, which makes it very hard for any brand to break through. In addition to the rough economic situation due to governmental tax increases on the hybrid, car weight and Income. Toyota’s main objectives were to exceed the number of sold units achieved in Ramadan 2017 which is 170 units by doubling the number of sold units in this month, Increase brand engagement on a deeper level to foster long-term loyalty and become the brand of choice with its current customers as well as target audience.

Describe the creative idea.

Ramadan is the hottest season for offers. Jordanian put their purchase power on hold until this month arrives. However, people still believe that no matter how the offer they can haggle and get a better deal. As for that, we created the world’s best haggler and every business’ worst nightmare. “Um Khaled” The mother of all hagglers. Um Khaled who was able to get the best deals on all Toyota's models. She started in 30 episodes of haggling 101 during Ramadan. She shared tips, tricks and more while haggling with Toyota salesmen. Her tips posters were placed all around the showroom and she even released a personal guide for haggling highlighting tricks that Um Khaled uses to haggle and called it “haggling 101”.

Describe the strategy

Due to the country’s unsettled economic situation with the government, people were more cautious than ever. Therefore, we are looking at Class C to A audience who are price driven. Price-conscious consumers knowing how much an item would cost always looking for the best deals and avoid buying things which are very expensive for them. They generally see value for money and are value conscious too. They are the People that are always hunting for the best deals. For marketers, it's the discounts time. And for consumers, the time to haggle over the price of everything they needed to buy. This came naturally. People in Jordan LOVE to haggle. It is in their DNA. These were tough times for Toyota, they had to demonstrate that they were on their customers’ side. They had to show that their prices were already haggled for. And mercilessly.

Describe the execution.

Um Khaled started in 30 episodes of haggling 101 during Ramadan. She shared tips, tricks and more while haggling with Toyota salesmen. Her tips posters were placed all around the showroom and she even released a personal guide for bargaining each highlighting a trick that Um Khaled uses to bargain and called it “Bargaining 101”. We also compiled all 30 tips in a booklet and distributed it on clients. People usually hunt for the best deals through mainly through TV and social media platforms. As for that, we have created 4 TVC's that was aired during the highest viewership segment on local channel Roy’a TV and social media as well as a microsite to compile all offers, mini-series as well as the booklet in one place that also allowed people to book test drives.

List the results.

A. Exceeded sales targets, 2017 sold 170 units, 2018 sold 300 units B. Increased footfall in 300% from last year, a number of 120 visitors to showroom a day for a total of 31 days. C. Awareness: Measured by the number of viewership as well as the 50% increase in the number of followers. D. Engagement: measured by the number of shares, likes and comments which increased by 50% E. Jordanian public protested internal tax policies and high prices. They used Um Khaled as an icon asking her to sit with the Jordanian Prime Minister and haggle with him to lower taxes and became the Allay of the Jordanian people. F. Traffic and the massive number of requests for test drives on the website and its conversion