2020/2021 Winners & Shortlists

Why is this work relevant for Media?

Ramadan is a major media event every year. It is the Middle East’s Super Bowl of promotions advertised across the retail media landscape, getting people to buy more. But in 2020, Middle East, like the world, was locked down due to COVID-19. No shoots were allowed and with budgets frozen, brands could not spend on high budget advertising or promotional campaigns to sell products; instead relying on social media to promote e-commerce offers. Babyshop, a children’s retailer from the region, did something unconventional for the category. It promoted optimism instead of promoting offers during Ramadan, breaking through on a budget.

Background

Ramadan is a time when Muslims fast from dawn to dusk, meet families and their communities, give to charity, remember the year gone by and resolve to be better as individuals. In 2020, Ramadan was an unprecedented Ramadan due to COVID-19 crisis. Families weren’t able to get together, people were unwell or worse, doors previously open were closed and cities previously bustling with markets and gatherings were locked down. An environment of pessimism lingered in a month that has always been one full of optimism and celebration. Ramadan is also the Middle East’s Super Bowl, when brands air their most entertaining content. But, with lockdowns, no really entertaining content was shot because of restrictions and bans on film production. A depressing Ramadan had a depressing entertainment scene. Babyshop, a children’s retailer from the region, wanted to uplift the mood. And win share of earned media, positive brand and business growth.

Describe the creative idea / insights (30% of vote)

A WORLD WE DESERVE: We asked children from Babyshop’s 9 markets worldwide to share what they’ll want us to remember when COVID-19 was over. Their words helped Babyshop create a moving Ramadan message to resonate throughout Ramadan, throughout COVID-19 and throughout the world. In a challenging economic environment, with production lockdowns in the Middle East, as an idea and as an execution, the film completely broke away from the typical mold of Ramadan ads (mega production, celebrity endorsements, dances, people getting together, eating together, celebrating together, doing kind acts for others and the like). In sharing the brand’s point of view that if we learn from what children will remember of Covid-19, we can help build a world we all deserve, Babyshop reminded people about the importance of seeing the good amidst all the bad around us; not just during Covid-19, but even when we get through this challenging phase.

Describe the strategy (20% of vote)

During the most unconventional Ramadan the region has experienced, we did not want to promote conventional Ramadan offers like other retailers to win short-term spike. We aimed to build a connection with our target audience of Babyshop - Moms - and chose to promote optimism. Now, to promote optimism, if we couldn’t shoot a film out in the world, we wanted to create a film from Babyshop’s markets around the Middle East and the world, through the eyes of children. Because if we saw the world through the eyes of a child, we could create a world we deserve. This would help us not just build Babyshop’s appeal as a children’s brand but also, in doing so, form an indelible link with Babyshop’s buyers: Moms. And the one way to reach out to moms and children across our markets, within lockdowns, was through using social media.

Describe the execution (20% of vote)

First, through crowdsourcing marketing across social media, we asked (parents and their) children from its 9 markets worldwide to share what they’ll want us to remember when COVID-19 was over. Next, we wrote an original song using those children’s words. And then, we partnered with an upcoming artist and composer from Colorado, USA. The result was a moving music video on social media platforms, aptly titled, "A World We Deserve", inspired from what 14 children shared. Launched online, with a production, media and CSR budget of US$75,000, the children’s messages travelled across 68% countries worldwide. Through a “Wish For A World You Deserve” Activation on Social Media, children around the world shared wishes for a greener planet, for differently abled children and for underprivileged children (and some even asked for something for themselves). Babyshop delivered upon those wishes in the Middle East and Globally. 23 influencers organically spread the message.

List the results (30% of vote)

151 organic articles created more awareness, across platforms such as: The Drum, BuzzFeed, 9GAG, TrendHunter, Social Business, AdForum among many others. The idea became the top ranked idea worldwide, the #1 Ramadan film globally and the song became the #1 Ramadan song globally. Baby & Child, Fashion with Style It was shared across schools in the Middle East and abroad. 60% of Babyshop’s audience reached. 142 million cross platform views. +120% Brand Awareness during Ramadan in COVID-19. +270% Brand Conversations during Ramadan in COVID-19. +350% Volume Growth during Ramadan 2020 (April-May) vs Ramadan 2019. +425% Volume Growth during COVID-19 (March-June 2020) vs Pre-COVID-19.