2020/2021 Winners & Shortlists

Why is this work relevant for Direct?

In Ferrero Rocher’s “Voices of Gold” Mother’s Day campaign we gave consumers a platform to voice their emotions to their moms through unique experiences across on-ground, digital and product innovation. On-ground, Ferrero Rocher in-store studios allowed consumers to record messages for their moms on special frames with a print out of their unique voice print. On digital, our Facebook filter allowed people to create unique sound waves of their messages. Even our packaging transformed into an interactive gift.

Background

Mother’s Day is a gifting occasion where everyone wonders what to get for their mom every year. Ferrero Rocher is sometimes considered for gifting; therefore the brand saw this as an opportunity to increase its role, relevance, and sales. The client briefed us to make the most of their limited budget and presence in this period focusing on in-store and on digital. The campaign objectives were: 1- Increase in sales over Mother’s day sales of 2018 2- Increase brand engagement online vs last year 3- Increase the communication GRP in comparison to last year’s Mother’s Day

Describe the creative idea (30% of vote)

We looked into our audience behavior and noticed that each year, everyone wonders what to get their mom for Mother’s Day. We found out that usually people go for an extravagant gift. But when we asked mothers about their favorite gifts to know what they really wanted, the answer was simple… moms preferred something more emotional rather than materialistic. They just wanted to hear their children’s voices. Because the voice is one of the most powerful senses. “Voices of Gold” was created to give people the means to gift something timeless to their mom. By putting voice at the core, we turned our iconic Ferrero Rocher box to a personalized voice greeting. We also took the idea further to create custom-made experiences on digital and on-ground.

Describe the strategy (20% of vote)

Our target audience included Males and Females between 25 and 40. This is the spending target in the region and their disposable income choices are wide. They are the age bracket who have mothers and are stable enough to buy them gifts on their own as well as feel the responsibility of giving back to their mothers on their special day. We focused on setting Ferrero Rocher as a standout brand during this seasonal occasion and ensure we push its growth. As the brand faces long periods of stable sales there is a higher reliance on seasonal occasions to push sales but more importantly brand KPIs. We wanted to position Ferrero Rocher as a special gift on an occasion where people tend to spend a lot on more expensive items. Therefore we focused on the product and our instore experience to leverage every touch point leading up to the occasion.

Describe the execution (20% of vote)

We launched a film showcasing mothers talking about their favorite gift on Mother’s Day and how hearing the voice of their children is the best gift. The campaign came to life through experiences that allowed consumers to gift their voices. We released a limited-edition Ferrero Rocher boxes with integrated voice recorders. All you have to do is buy the box, record your message and gift it. Moms can hear the personalized recording of her child wishing her a happy Mother’s Day. Our stand experience allowed customers to get personalized framed giveaways with a written message, a printed sound wave visualization of the message, and a button that the mother can press to hear her child message. With our Facebook filter our audience was able to record and share a message visualized as sound waves. To complete our sound experience, we partnered with Anghami to create a special Mother’s Day playlist.

List the results (30% of vote)

Sell through-up to +117% GRP- +30% vs last year ROI: 70K Euros 14% Increase in volume sales in KSA +3 base point increase in value market share in KSA Sold out limited edition sleeves (6,000) and frame giveaways (1,000) The campaign achieved great results on social: · Facebook and Instagram: we saw almost 2.4 million views across the 3 videos, with a VTR of 60%. Comparing to last year’s mother’s day, we received an average of 22% VTR on our videos. · YouTube: we achieved a 53% view rate with our online video vs a benchmark of 43% for Ferrero Rocher, while also achieving a completion rate of 47%. · Anghami: we managed to achieve 208K completed views at a completion rate of 55%, while also achieving a CTR of 2.38% compared to the forecasted 1.5%, driving users to our YouTube page to watch the full video there as well.