2020/2021 Winners & Shortlists

Background

Bleems, a flower delivery app, wanted to send out a different message on Mother's Day to stand out in the clutter, as it is the most important day for the brand throughout the year. Market activity surges on Mother's Day and Bleems could not afford to go unnoticed. There was also a lot of room for market acquisition as Bleems is a young brand and has not fulfilled its potential in terms of market reach. A big sector in the market had no heard of the app beforehand and it was important to turn heads towards Bleems in the midst of all the big brands shouting for attention on that day.

The Interpretation of the Challenge (30% of vote)

Bleems is a flower delivery app. It has high recall with its current customer base. However it has low recognition as compared to the market size. Mother's Day is very important for them they didn't not want to get lost in the clutter of marketing activities on that day. They needed to stand out and create a buzz that would make customers stop and think in the middle of all the noise. The brand is very approachable and elegant. They needed something that would touch the masses and not come off as being too corporate or desperate for sales. On this occasion, the target market was young customers who generated the majority of their sales transactions. The campaign's objective was to generate word of mouth about Bleems and add a new dimension to the brand's character. This was about Bleems driving change.

The Insight / Breakthrough Thinking (30% of vote)

We wanted to provide a solution that would transcend all the fighting between brands over customers on such a special day. So we started thinking like the stars of Mother's Day; the mothers themselves. We asked ourselves: what can we give mothers that is more valuable than thoughtful flowers. And the answer was simple: the safety of their kids. Data showed that over 400 mothers lost their children to reckless driving every year, and this is where we saw the insight. When we first launched the campaign we faced a slight backlash as some customers thought we were trying to take advantage of their sorrows to further the interested of Bleems, which was challenging. But this all change when we released the interviews. The same distraught customers changed their views and applauded the campaign. It was a breakthrough moment when they saw the mothers of actual victims supporting our campaign.

The Creative Idea (20% of vote)

To stand out, we though of going against the grain. Everyone expected us to push for a hard sell message, but instead we decided to catch everyone off-guard by focusing a social issue that would relate to a large portion of the target audience. We decided to shed light on the most valuable thing for a mother; her children. On this special day, we wanted to remind our customers that the most valuable gift they could get for their mothers is not flowers. The most valuable gift is them coming back home safely. The message would cut sharply through all the clutter generated by other brands pushing hard sell messages on the same day.

The Outcome / Results (20% of vote)

The videos quickly went viral, spilling over into the GCC and generating: 7 million reach 15 million impressions 200-500% increase in engagement on influencer’s accounts. 30% of youth remembered the campaign without assistance while 49% recalled the campaign upon prompt. Local and regional celebrities and even government entities participated and started pledging to drive safer themselves. Some people even went as far as searching for the interviewed mothers' emails just to send them a personal email showing support. Bleems became the top trending app on Apple Store in Kuwait for the first time.