2020/2021 Winners & Shortlists

Cultural / Context information for the jury

Special occasions have always been linked with offers and promotions. For Jordanians: Mother’s Day, Ramadan, Labour Day and Eid, are just other words for sale. People wait for such occasions to make their big buys. On the other hand, brands, especially those in the automotive industry, take advantage of such celebratory occasions to promote their most attractive price offers. So it became known that promoting a regular discount offer, without any occasion, wouldn't have the same impact. And in 2020, people became more sensitive about financials and needed to know that they're getting the best deal, whatever they buy. We couldn't wait another 2 months for the next sale occasion. So instead of creating a regular offer, we took a retrospect approach and gave people the promotional benefits they're used to seeing on the missed occasions by bringing them back and celebrating them all at once, a few months later.

Please tell us how disruption in your market place inspired the work

Post -5 months- lockdown, there were no sales occasions left on the calendar. So when a campaign was launched telling people that there are getting a special offer in celebration of Mother's Day, Ramadan, Labour Day, and eid, all at once and on the same day. it shook the market, some people even joked that the campaign ran by mistake. Yet it was loved because, for the first time, it doesn't mean people should miss an occasional promotion just because the occasion is overdue.