2019 Winners & Shortlists

Why is this work relevant for Media?

During Ramadan, daily routines are turned on their head. At the epicentre of the family is the mother - who is expected to ensure that her family are fed, rested and entertained at the appropriate times. But it's more than that. By delving deeper into Ramadan behaviours, we identified another important role that mothers play at this time. They are also responsible for emotional education. It is here that that the appropriateness of our entry for Media lies. Lifestyle changes over Ramadan directly impact media behaviours and we capitalized, solving a long standing issue for the brand in the process.

Background.

Kinder wasn’t playing a role in Ramadan, the biggest seasonal festivity in the Arab World with important implications for the chocolate category. Ramadan is also the busiest time for advertising, although the immediate competition in the chocolate category tends to stay away (for a host of cultural reasons, such as reduced snacking occasions and perceptions around chocolate increasing thirst). Chocolate brands that are active in Ramadan tend to have a deeper connection with the consumer and a higher market share as a result, with Galaxy being a prime example. Our objectives therefore were to create an emotional connection with the local mother, thereby boosting consideration. Doing so would allow us to meet our business objective of growing sales in a season where we were traditionally inacitve, but represented a huge opportunity for the business nonetheless.

Describe the creative idea/insights

CONSUMER INSIGHT: Mothers play an integral role in their children’s emotional education during Ramadan Ramadan is about more than abstinence from food; it’s also a precious time for families, a season in which Muslims reconnect with their values. . It’s more than the practical preparation for fasting; they are passing on tradititional values and a sense of belonging to their kids. And it’s this part of Ramadan – their kids’ emotional education – that mums care about the most. CULTURAL INSIGHT: There is a strong storytelling tradition in the region The GCC has a strong tradition of storytelling, especially in Ramadan. There is even a traditional figure called the Hakawati, the storyteller, who now appears in Ramadan to entertain and educate families. We spotted an opportunity to leverage this tradition to help mothers in their efforts to teach their children.

Describe the strategy.

Audience The target audience is Local/Arab married women with children under 10. Mothers are the main shoppers of the Kinder brands and the current target audience. Approach Support mothers as they share Ramadan values with their children by providing engaging, kid-friendly content that they can enjoy together; we called this Growing Bigger Hearts. Planning Every choice we made was based on Ramadan behaviours and insights, from the media strategy to the values we depicted and the delivery of those values through storytelling. We believe that the creation of these stories added a dynamic to children’s content that was completely untapped: teaching children through fables is nothing new but it hadn’t been done in the specific context of Ramadan; Ramadan storytelling is nothing new but it hadn’t been done specifically for kids. As a result, we created the desire emotional connection and supported mothers when they were at their busiest.

Describe the execution.

CREATIVE APPROACH: Our creative approach involved a collaboration between creative and media agencies, the client, and 3a2ilati, a locally relevant portal heavily popular in Ramadan, to create these videos and host them on their platforms. 3a2ilati is a website rich in content targeting mothers, including educational advice for their kids, and lent credibility to our campaign. Given the target age range for Kinder products, our challenge was to create content that was sophisticated enough for a 9-year-old to enjoy but simple enough for a 3-year-old to grasp. MEDIA APPROACH: We raised awareness of the campaign through posts on Facebook and Instagram. The stories were then available on demand. We also used TV to raise awareness about the content series. TIMELINE AND SCALE The campaign took place over the month of Ramadan on a budget of $368k.

List the results.

Communication Results Reach: the campaign was seen by more than 6.6M people, of which over 1.4M were organic views. Engagement: despite the increased clutter, copy performance was strong: 68% recognition, 67-69% enjoyment (Figure 1). It was found to be new and innovative, showed positive values, and credible. With a high VTR, actual behaviour shows that consumers were as engaged as they say they were. Emotional closeness was up 14% vs people who didn’t see the campaign – closing the gap with Galaxy. Business Results The children’s chocolate category in the GCC saw a decline in volume of 5% and a decline in value of 7% vs. Ramadan 2017. Meanwhile, the Kinder Seasonal range, playing in the children’s chocolate category, witnessed an 11% growth in volume and 5% growth in value vs. Ramadan 2017