|Entrant||VMLY&R Dubai, UNITED ARAB EMIRATES|
|Category||Use of Ambient Media: Small Scale|
VMLY&R Dubai, UNITED ARAB EMIRATES
Why is this work relevant for Brand Experience & Activation?
Betty Crocker is a global brand that aims to find its voice in the middle east by connecting with local people and communities. So for the holy month of Ramadan, when everyone gets out to visit malls and restaurants to break their daily fast, we created a unique experience to surprise them. By activating every Iftar with lights, Betty Crocker gave families a Ramadan to remember.
Iftar is the meal with which Muslims end their daily Ramadan fast, often shared by the family together. But not every Iftar meal has everyone on the table. The tradition of family breaking the fast together at Iftar was losing its importance. Betty Crocker wanted to preserve this tradition and make family members refresh their connection by spending quality time together.
Describe the creative idea (20% of vote)
We created an experience called the Iftar of Togetherness.
A unique tablecloth that lights up only when every family member is on the table.
Describe the strategy (20% of vote)
For nearly a century Betty Crocker has been making family meals special and their motto is to bring them together, just what every mother intends to do. For every mother, Ramadan is a very important time where she personally takes care of everything. From cooking Iftar meals to decorating the house, she designs the experience for the family.
The campaign was targeted to mothers to help them create an intimate experience for their families during the holy month of Ramadan. Our approach was to not just be in their kitchens but also be there in their heart as a celebration to remember.
Describe the execution (30% of vote)
Iftar of Togetherness is a unique tablecloth that lights up only when every family member is on the table.
To create this experience, we first screen-printed special conductive ink on the tablecloth and connected a series of lights, creating a battery powered circuit on the tablecloth. The circuit is complete only when when all the plates are on the table, lighting up the Iftar in celebration. One less plate on the table, the circuit remains incomplete and the so does the celebration.
We created these tablecloths for families of 2, 4 and 6 and offered them as special Ramadan Family celebration. 15 days before Ramadan, we set up 'Iftar of Togetherness' tents at malls and parks where families visited to break their fast.
List the results (30% of vote)
Over 40 million impressions.
12% increase in Sales during Ramadan.
When every brand was being conventional during Ramadan, Betty Crocker engaged people in an experience of togetherness. We generated conversations on and off the table and brand affinity grew by 13%, with more requests for the special Ramadan pack. We became a part of people's Iftar celebrations and got featured in their stories on Instagram, Facebook and Snapchat. The best response we received was, "Thanks for bringing our family together!".
||Chief Creative Officer
|Darine El Kaissi
||Marketing Director & Head of Emerging Markets/Channels