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2015 Branded Content & Entertainment

IFTAR TO SUHOOR

ClientUNILEVER
ProductLIPTON BLACK TEA BAGS
EntrantPHD Dubai, UNITED ARAB EMIRATES
Type of EntryBranded Content & Entertainment
CategoryUse or integration of user-generated content
TitleIFTAR TO SUHOOR
Product/ServiceLIPTON BLACK TEA BAGS
Media Agency 2 PHD Dubai, UNITED ARAB EMIRATES
Entrant Company PHD Dubai, UNITED ARAB EMIRATES
Media Agency PHD Dubai, UNITED ARAB EMIRATES

The Campaign

In a market which is dominated by imported TV formats and Turkish dramas, homegrown Arabic content that reflects the local culture is held in high regard. In Saudi Arabia, domestic TV is censored and contains large volumes of religious programming- hardly the kind of output brands want to align themselves with. Despite the healthy and growing demand for Arabic content though, few advertisers are actually capitalizing on this opportunity. Those that do, have the opportunity to enhance their relevancy to the local population, particularly at sentimental times of year such as Ramadan.

Results

In 2014 Lipton came to us with an ambitious brief – deliver +10% YoY sales growth with a 60 Basis Points (bps) share gain, plus at least 10,000+ uploads of Lipton branded content. Sounds easy? It wasn’t. Lipton needed these results to be driven during Ramadan, a period of sales decline! With Ramadan fasting meaning there was a limited number of hours in the day when people could drink tea, Mainly between Iftar (breaking of the fast) and during Suhoor (Pre-dawn meal). Our challenge was to make tea the beverage of choice in-between these times. Insight: Ramadan is the most social time of year for Muslims: Ramadan is defined by “social togetherness”. People work less and socialize more, often coming together during Iftar and Suhoor. We recognized the opportunity to place Lipton right at the heart of these ‘togetherness’ moments. Strategy: Connect with drinkers emotionally and capture the magic of bringing people together over a cup of tea during Iftar and Suhoor. Execution: We created a User Generated Content platform called ‘teamoments’. Teamoments were special moments during Iftar to Suhoor facilitated by Lipton, and we invited our fans to capture these moments as they happened. Paid media was used to encourage consumers to attach a 6 second video clip or photos of their teamoments with Lipton from Iftar to Suhoor. Clips and Images were collected in Real-Time using Veez technology. Moments captured that were tagged using the campaign hashtag were automatically pulled, manually tagged and then and fed into the campaign website all in real-time. User generated content was collated and stitched together to create a UGC TV advert which then aired on MBC channels across the region during the final week of Ramadan and on YouTube’s Homepage Video Masthead.

We created a Twitter hashtag #teamoments and encouraged consumers to capture and attach a 6 second video clip or photo of own their ‘teamoments’ as they happened in-between Iftar and Suhoor. These teamoments were then hastagged, uploaded and in real-time collated onto our microsite which had been optimized for mobile to maximize the volume of entrants. A TV spot campaign with support from digital display inventory was used to drive participation in the campaign, directing viewers to the campaign hashtag and a purpose built microsite: www.teamoments.net

The strength of results amazed everyone, most of all the client: • Volume growth leapt a massive +21.1% - (11.1 percentage points greater than the target). This was huge news for the business, Ramadan is not only a time when tea consumption drops, but also a very important time of year to be in the home and connect with consumers. • We gained 172 basis points in July versus previous month, a significant achievement versus the target of 60 basis points (nearly 3x objective). • We were successful in creating new Ramdan Iftar to Suhoor moments which form the foundation of future Ramadan memories. • 10,944 hashtag mentions were generated 96% were User Generated uploads, with 9,564 total video clips/images received to Lipton, particularly impressive given that the region remains very conservative and generally people are hesitant to post pictures of themselves. A similar campaign for a different FMCG delivered less than 100 entrants. One of the most impressive elements of the campaign was the time in which it took us to edit and stitch, and then traffic a new TV Commercial. In all, the process took less than 4 days, aided hugely by the dedicated resource we had utilizing Veez technology.

Credits

Name Company Position
Charli Ursell PHD Director Digital
Ramy Al Khadi PHD Senior Executive Executive Digital
Sandra Essa PHD Executive Digital