2020/2021 Winners & Shortlists

Write a short summary of what happens in the radio or audio execution or campaign.

The Audio ad was broken into a constant section “For each Stain there is a story “ and “Variables” sections (Name, day of week, etc..) to form the first hyper personalized audio ads in Morocco. A simple equation of Constants & Variables would do the magic and that way we managed to get 558 variations of the audio ads by shuffling the variables to present with our consumers the first personalized ads in Morocco.

Cultural / Context information for the jury

In Morocco, Laundry habits have been always linked to day of week were women set the schedule and run the show. In a market where the use of in-home washing machines and dryers (46%) is lower than in any other region, to create awareness and increase market share we had reach out to audience and speak to them personally based on factors influencing their laundry habits and who they are.

Script. Provide the full to radio/audio script in English.

 End of Week-end: <#username>, <#TimeOfTheDay>, each stain on your clothes can say a lot about how your weekend went. Don't worry, be hands on, live life to the fullest, share it with your beloved ones and free yourself from all the worries. With OMO stains disappear and get forgotten, but memories stay with us forever. To each stain a story, to each stain OMO  During the Week: <#username>, <#TimeOfTheDay>, we know thinking of laundry in the middle of the week just adds up to your pain but with OMO forget about that ! be hands on, live it to the fullest, share it with your beloved ones and free yourself from all the worries. With OMO stains disappear and get forgotten, but memories stay with us forever. To each stain a story, to each stain OMO  End of Week: <#username>, <#TimeOfTheDay>, The week has almost ended, don't let yourself get tired! be hands on and live it

Explain how the work innovatively used the radio / audio medium.

Audio streaming became highly personalized and relevant. The partnership with Anghami, the biggest Music Platform in Morocco with more than 6 million users ensured that our consumers were served with hyper personalized relevant and less intrusive messages. With our campaign “To every stain there is a story” we delivered 558 creative iterations in three different languages (Arabic, English & French). The messages were very personal to the extent that each ad was personalized to the user’s Name, Day of the Week, Time of Day, and the type of music they listened to. Dynamic audio ads mentioned the name of the user, the day of the week, the time of day, and a customized background music based on the song that the user was listening to , resulting in 558 personalized ad variations served to Anghami users. This seamless and personalized integration was made possible based on Anghami's extensive data