RAMADAN STICKERS by Memac Ogilvy & Mather Dubai for AL SAFADI

Adsarchive » Promo , Case study » AL SAFADI » RAMADAN STICKERS

RAMADAN STICKERS

Pin to Collection
Add a note
Industry Restaurants, Pubs & Bars
Media Promo & PR, Case study
Market United Arab Emirates
Agency Memac Ogilvy & Mather Dubai
Executive Creative Director Till Hohmann
Creative Director Ramzi Moutran
Art Director Sabia Fatayri
Copywriter Sascha Kuntze, Amina Abdel-Halim, Hossam Elgharably
Released August 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: AL SAFADI RESTAURANT
Product/Service: FOOD DONATION INITIATIVE
Agency: MEMAC OGILVY & MATHER
Date of First Appearance: Aug 25 2009 12:00AM
Entrant Company: MEMAC OGILVY & MATHER, Dubai, UNITED ARAB EMIRATES
Executive Creative Director: Till Hohmann (Memac Ogilvy & Mather Dubai)
Creative Director: Ramzi Moutran (Memac Ogilvy & Mather Dubai)
Art Director: Sabia Fatayri (Memac Ogilvy & Mather Dubai)
Copywriter: Sascha Kuntze (Memac Ogilvy & Mather Dubai)
Copywriter: Amina Abdel-Halim (Memac Ogilvy & Mather Dubai)
Copywriter: Hossam Elgharably (Memac Ogilvy & Mather Dubai)
PR Account Executive: Rana Awad (Memac Ogilvy PR)
Chef: Omar Horbali (Al Safadi Restaurant)
Media placement: Direct Mailing - sent together with Safadi’s delivery food - 25/08/2009

Results and Effectiveness
With the deliveries, the spirit of Ramadan spread. People passed on Safadi’s delivery boxes. Food was handed out at collective places like mosques. And the word spread, too. The simple stickers created more than 1,490,000 impressions in newspapers and online. That’s equivalent to an ad value worth more than US$36,500. But it wasn’t so much about the money. It was about goodwill during the holiest month.

Creative Execution
The creative execution was a smart way to use media. Safadi’s message came to its target audience without any extra costs since it was delivered together with their food.

Insights, Strategy & the Idea
The holiest month in the Arab world – Ramadan – is a month of sharing and generosity. The traditional Arabic restaurant Al Safadi wanted to build on this important cultural custom for two reasons: to do good deeds and to build momentum for their brand. And all of that with a limited budget. Al Safadi makes most of its business through deliveries, so we used these to spread the message. Based on the insight that in the Arab world “you never return an empty plate” (loose translation of an Arabic saying) we put stickers onto the bottom of their washable and reusable plastic boxes. These encouraged people to refill and hand them to the less fortunate. On the back there was a list of organisations to which donations could be made.