2020/2021 Winners & Shortlists

Please tell us how disruption in your market place inspired the work

All major sales occasions celebrated by Jordanians occurred during the lockdown period and therefore got canceled. Post -5 months- lockdown, there were no sales occasions left on the calendar. So when a campaign was launched telling people that there are getting a special offer in celebration of Mother's Day, Ramadan, Labour Day, and eid, all at once and on the same day. it shook the market, some people even joked that the campaign ran by mistake. Yet it was loved because, for the first time, it doesn't mean people should miss an occasional promotion just because the occasion is overdue.

Why is this work relevant for Direct?

Jordanians associate occasions with discounts and offers, especially ones promoted by the automotive industry. In 2020, all major sales occasions celebrated by Jordanians such as Mother's Day, Ramadan, Labour Day, and Eid occurred during the lockdown period and therefore got canceled. Post-lockdown, Toyota Jordan had piled up the 2020 car stocks in showrooms and needed to push sales through an offer that would stand out. Knowing that promoting on offer without an occasion wouldn't have the desired impact on sales, Toyota Jordan launched a sales campaign that celebrated all missed occasions at once, on the same day.

Background

Toyota Jordan usually promote their most attractive offers on special occasions and public holidays. It’s when the car stocks got moving. But in 2020, just one day before launching our first offer for the season (Mother's Day special offer), the lockdown took place. The lockdown lasted longer than expected, and by the time it was over, the Toyota showroom was filled with all the 2020 stock. And with the 2021 models arriving soon, they needed to push sales through an offer that would stand out. and to make it more challenging, the market was already flooded by our competitor's offers. We were late.

Describe the creative idea (30% of vote)

Inspired by a local saying: “There is a blessing in every delay” كل تأخيرة فيها خيرة We played with the calendar, brought back the missed occasions, and celebrated Mother's Day, Ramadan, Labor Day, and eid all at once, on the same day.

Describe the strategy (20% of vote)

Special occasions have always been linked with offers and promotions. For Jordanians: Mother’s Day, Ramadan, Labour Day and Eid, are just other words for sale. People wait for such occasions to make their big buys. On the other hand, brands, especially those in the automotive industry, take advantage of such celebratory occasions to promote their most attractive price offers. So it became known that promoting a regular discount offer, without any occasion, wouldn't have the same impact. And in 2020, people became more sensitive about financials and needed to know that they're getting the best deal, whatever they buy. We couldn't wait another 2 months for the next sale occasion. So instead of creating a regular offer, we took a retrospect approach and gave people the promotional benefits they're used to seeing on the missed occasions by bringing them back and celebrating them all at once, a few months later.

Describe the execution (20% of vote)

A nationwide promotional campaign was launched, outdoors and online (owned and paid local channels), it was planned for one month to push the promotion. After five days. the campaign was stopped media plans were canceled. No more cars left to sell. we were out of stock.

List the results (30% of vote)

Results: Engagement: + 73% Footfall: +250% Inquiries: +550% And the campaign had to stop after 5 days only All 2020 models were sold out.