2020/2021 Winners & Shortlists

Background

Ramadan has always been about which brand has the loudest voice, the coolest visuals, and the biggest budget. It's a season synonymous with two things: cooking, and advertisement. We needed to come up with a Ramadan campaign targeting women ages 25 to 60, to increase our social media reach and engagement; with a decidedly low budget for production and media. We needed to establish Tefal as a Top of Mind brand when it came to cookware, in addition to increasing traffic to our social platforms, and nurturing a more solid relationship with our fan base.

The Interpretation of the Challenge (30% of vote)

Our challenge was pretty daunting: come up with a creative brand refresher in the most ad-heavy month of year, and with a limited budget. And at the same time, we wanted to connect with our audience on a more humorous and friendly level in order to build a stronger brand presence. Tefal should always be synonymous with the kitchen, and in turn, a gracious Iftar and a satisfying Sohour. And to target women ages 25 to 60 while also building strong bridges between us and our audience through expert moderation; going forward was simple enough.

The Insight / Breakthrough Thinking (30% of vote)

We had some key insights to go on: advertisers blow their budgets through the advent of Ramadan, culminating in its mid to slightly later days. Towards the end, ads tend to become homogeneous; they become white noise. Pair this with an audience whose attention span is razor thin on digital platforms, and with an even thinner budget; strategic thinking becomes the only path forward. We utilized the last 5 days of Ramadan to release our product-centric productless copy. The hero of an ad is usually center stage at all times, but between helping every family put delicious food on the table, and staying ahead of the competition; Tefal had no time for ads. At the same time, building natural, humorous relationships with our audience was imperative. So we had to go all out with our moderation efforts.

The Creative Idea (20% of vote)

We created a copy that was essentially a parody of every ad throughout Ramadan's louder days. A happy family coming together for dinner, actors and actresses doing their thing, and the hero product in almost every shot; it was by the numbers, but with a twist. It's an ad for Tefal, but without Tefal. Product-centric, without a product. It solidified the idea that Tefal has been hard at work bringing families together, and had neither the time nor the need for an ad. This was apparent in the copy's voice over work, its actor mannerisms, its composition, and it's closing lesson: Commercials aren’t for Tefal. In addition, we hosted a competition on the post including 5 questions whose answers could only be found in the copy. Complete with humorous and engaging moderation, and 6-second pre-roll bumpers featuring the top 3 recipes on YouTube.

The Outcome / Results (20% of vote)

- 6,141,168 total reach - 3,715,875 total views - 2,986,538 million paid views - 729,337 Organic views - 679,345 total engagement - 9,862 total shares - 16,535 comments - 128,973 reactions