2019 Winners & Shortlists

REST AFTER FAME

Short List
Client/BrandIKEA, SAUDI ARABIA
Product/ServiceTVEKSAM, EGG CUP
EntrantLEO BURNETT Jeddah, SAUDI ARABIA
Type of EntryTouchpoints & Technology
CategoryUse of Social & Digital 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 Brand Experience & Activation?

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 to an opportunity for our client, a brand known for its smart and unpretentious furniture/home wear solutions, and keep nurturing a conversation about what truly matters in life: The simple things. There was no need for a budget for this, only fast reflexes and a good point to prove. Nevertheless, we wanted this act to resonate with millions across the globe.

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’s most famous furniture brand that is known to have everyone’s back? After the @world_record_egg broke the record within 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.

In order to further fuel the conversation around the @world_record_egg’s rise to fame, we created a narrative fitting for Instagram’s new darling: Even the world’s biggest and atypical celebrity needs to rest. We chose to have one simple Instagram post with an eggcellent impact targeting the masses intrigued by this new phenomenon. Given the egg was laid on Instagram, so was our egg holder nest for it. We didn’t want to hijack the already existing conversation, but rather build on it in a way that helped further prove the underlying message: that the simple things in life carry much more value for the everyday woman and man.

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
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