2020/2021 Winners & Shortlists

THE HANDS I'VE NEVER SEEN

Gold Lynx

Case Film

Presentation Image

BrandMIO
Product/ServiceMIO DETERGENTS
EntrantRAPP MOROC Casablanca, MOROCCO
CategorySocial Behaviour & Cultural Insight
Idea Creation RAPP MOROC Casablanca, MOROCCO
Idea Creation 2 RAPP MOROC Casablanca, MOROCCO
Idea Creation 3 RAPP MOROC Casablanca, MOROCCO
Idea Creation 4 RAPP MOROC Casablanca, MOROCCO
Media Placement RAPP MOROC Casablanca, MOROCCO
Production VIDEORAMA Casablanca, MOROCCO
Production 2 VIDEORAMA Casablanca, MOROCCO

Why is this work relevant for Media?

Media strategy played a capital role in the success of the MIO campaign. The insight and the creative idea were stricking and powerful because they adressed a real social issue but without a strategy tackling the right period of time, the right touch-points and the right mediaplanning, the results would not be the same.

Background

Today, gender inequality is a universal topic discussed openly in many regions of the world. In morocco the discussion is sometimes avoided and moslty fought against in a very conservative society where women still suffers from old laws in regards to succession rights, abortion, sexuality, employement, financial independance and sexual harrassment. MIO is a local homecare brand with progressive values in a category where women are still portrayed in a very traditional & sexist way. MIO's objective was top of mind and brand equity building but had also s an ambitious purpose towards changing moroccan women's lives. In a society where men are still in charge, any message would be pointless if not adressed to the source of the problem: men's way of thinking. We created an emotional content in wich they're the main protagonists to raise awareness about gender inequality at home.

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

Gender inequality in Morocco starts at home, cleaning tasks and home chores in general are still a woman-only JOB, a man can spend his lifetime with the woman he lives ignoring the real weight of her daily sacrifice. In order to raise awareness about this profound injustice women suffers from, we decided to get personal and confront men with their own lives. We decided to create a content where they're the main protagonists, tapping into their habits and way of life. We asked them to tell us to whom belonged anonymous damaged hands, then we showed them the person behind those hands. They realized they’ve never really seen the hands they thought they knew.

Describe the strategy (20% of vote)

A simple data summarize it all : moroccan women spends 5 hours a day doing home chores VS only 17 minutes for men. In Ramadan(period in wich the campaign was aired) this figure is multiplied by 2 for women and cut in half for men. First we decided to use that data and talk about a cultural issue no one (except women) cares about, by talking to a specific audience never targeted before by the category: men. Second we chose to launch the campaign during Ramadan, the perfect time of year to talk about the heavy weight women carry at home. That time of year coincide as well with the highest TV audiences and a raise of time spent online and conversation trending topics.Ramadan being costly in space ads, we had no choice but hack it by starting before the holy month & planning wisely between online and offline media.

Describe the execution (20% of vote)

Brands invest big money during Ramadan hoping that the highest audience of the year will notice their work during the "iftar" time, only time of day when family is gathered around the table watching TV at the same time MIO a small local player with a small budget decided to do the opposite of what every brand does during Ramadan : We started our Ramadan campaign a week before Ramadan on social media with a very emotional content that sparked conversation and generated a huge engagement with the brand making sure we create a powerful topic before everybody launches their campaigns Finally,the money we invested on TV avoided the pricey "iftar" ad space,instead we chose a 30 days sponsoring of the most popular sitcom to maximize repetition of our Ad. Online gave us conversation and reach while TV gave us repetition and broader reach.

List the results (30% of vote)

Results after the campaign were tremendous : businesswise ,the brand increased its sales on a national level by 15% even with the presence of distribution issues. Brand attributes saw the most impressive change : Mio who was a complete unknow brand switched from 0 top of mind to 34% in less that 6 months .The video had 2,5 million views online , 500 million media contacts ,16 Million Total impressions and 40.000 shares on facebook making it the most viral branded video ever in Morocco. The most important thing is the awareness this campaign built afterwards; #letshelpeachother became Morocco trending topic on Twitter during Ramadan and the most talked about subject on social media creating a real movement asking for gender equality at home. Even conservative state TV mentioned the campaign on Tv shows and all evening news editions broadcasting men interviews committing to change their behavior.

Please tell us about the social behaviour and / or cultural insights that inspired your campaign

In Morocco cleaning products communications are all inspired by a parallel universe where women are delighted to do home chores and please their perfect husbands. The reality, on the other hand, is radically different :women suffer from a profound injustice regarding home chores : 5 hours a day VS 17 minutes for men. We decided to use that cultural insight, tackle this local anomaly and adress a specific audience never targeted before by the category: men. We decided to create a content where they're the main protagonists, tapping into their beliefs and habits and tackling their social behaviors. The results were beyond our expectations: we succeeded on making the film one of the most viral ever in Morocco but most importantly we raised awareness on the anomalous unbalance every moroccan men perpetuates at home; making many of them like those on the film change they social behavior.

Credits

Name Company Role
AOUAD IMANE RAPP MOROCCO Creative director
Links
Video URL