2020/2021 Winners & Shortlists

Background

Situation and Brief: The FMCG category is extremely dense, with many brands proposing very similar products. One of the unique ways brands have found to differentiate themselves are promotions coming under different shapes and forms, to get the consumer more value out of their purchase. However even these have gone stale, leaving the buyers indifferent and the shelves cluttered with indistinguishable promo messages. Among those brands, Al Safi is in a peculiar position, as their dairy products(Milk and Laban) have the best price on the market, without any tricks or gimmicks. They have the opportunity to go in an opposite direction than all the usual promotional messages. Objective: Therefore the task at hand was to relay this fact, Al Safi offers the best price every day, and make this message stand out among all the in-store promotional racket/hubbub.

Describe the strategy

Since the target audience, household shoppers, could be from 20 to 45 yr. old, the brand collaborated with two different Saudi celebrities (Habeeb Al Habeeb and Aseel Omran), to appeal to different generations and grab people’s attention. The original brief was to work on in-store and on-pack communication to relay the value message. However, Al Safi decided to elevate their campaign. Why stick only to a tactical price campaign when the brand has a transparent and confident value proposition which no one can match? To this end, we developed a campaign to build sales but also the brand image along with it. While the rest of the competitions drowns consumers with complex promotions, Al Safi would shout out the simple truth: they offer the best price. In order to do so, we utilized these two celebrities with a brutally honest temper to bring the message to life with a twist.

Describe the execution

Implementation: we used a diversified media mix to get maximum reach & exposure creating a big bang upon launch Timeline : a 10 weeks plan starting January 18th & ending on April 18th Placement : TV, Outdoor, InMall digital Mupis, & Digital Scale : KSA, with high focus on Riyadh, Jeddah & Dammam

List the results

• Reach : until February 9th (campaign ending 29th of Feb) 186,460,601 impressions and 28,339,428 views. Overall we’re exceeding industry benchmarks