2020/2021 Winners & Shortlists

Background

Ramadan is its own season within a season, dedicated nowadays to which brand has the loudest voice, the flashiest colors, and the biggest budget. It's a season synonymous with two things: cooking, and advertisement. We had a simple request, but with a couple of catches: come up with a Ramadan campaign that targets 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. So we had to think outside the pot, so to speak, in order to increase engagement on our social platforms.

Describe the strategy

The last 5 days of Ramadan are an untapped treasure trove of engagement. So seeing as Tefal is synonymous with the kitchen, and seeing as the kitchen and its contents are synonymous with Ramadan; Tefal didn't really need an ad. Tefal does't have time for flashy ads; it's too busy making Iftar & Sohour what they are for 30 days straight. The copy was uploaded to Tefal's Facebook Page on the 31st of May, 2019. Coincidentally, we ran a competition in the form of 5 questions on the post itself so as to increase organic views and engagement, tying the questions to the copy itself to increase views. We also featured Ramadans top 3 recipes in 6-second pre-roll bumper ads. Tefal has no time for ads, but with our keen focus on social media moderation; we didn’t need to rely on an ad to make a lasting impression.

Describe the execution

The copy decidedly ignored the fourth wall, taking viewers on a journey through the creative process and its many failures, and using that energy to parody modern Egyptian advertising. Scenes you're used to; voice over work you're accustomed to; compositions you've seen a thousand and one times, but with a twist. Tefal was nowhere to be seen, whether it was a pot or a pan. We gave people a typical Ramadan ad without a hero, because the hero was too busy for the limelight. Tefal belongs in the kitchen, not in advertisements. We then asked 5 questions whose answers could only be found in the copy. Winners received a full set of Tefal cookware.

List the results

- 6,141,168 total reach - 3,142,799 total views - 2.7 million paid views - 396,000+ Organic views - 651,955 total engagement - 9,862 total shares - 15,401 comments - 101,583 reactions