Isla Delice Promo, Case study RAMADAN BILLBOARD by Herezie

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Industry Grocery and Other foods
Media Promo & PR, Case study
Market France
Agency Herezie
Executive Creative Director Andrea Stillacci
Art Director Sébastien Boutebel
Copywriter Jean-Laurent Py
Photographer Yves Bargros
Released August 2010

Credits & Description

Category: Best Use of Outdoor
Advertiser: ISLA DELICE
Product/Service: HALAL FOOD
Date of First Appearance: Aug 11 2010
Entrant Company: HEREZIE, Paris, FRANCE
Executive Creative Director: Andrea Stillacci (Herezie)
Copywriter: Jean-Laurent Py (Herezie)
Art Director: Sebastien Boutebel (Herezie)
Head of Strategy: Luc Wise (Herezie)
Agency Producer: Marion Liebschutz (Herezie)
Photographer: Yves Bargros
Art Buyer: Lauriane Dula (October 67 77)
Art Buyer: Marine Azzouz (October 67 77)
Media placement: Billboard 4x3 - JC DECAUX - 11 August 2010

Insights, Strategy & the Idea
Isla Delice, the N.1 French brand in Halal Food decided to advertise its brand for the first time. Muslim people are difficult to reach and in need of recognition. Insightful communication has to be delivered with a good dose of respect. In order to reinforce the connection with the brand, there was no better period than the Ramadan. Ramadan is the period of the year in which Muslim people are not allowed to eat during the day…but only when the sun goes down. And that was the idea.

Creative Execution
Several billboards have been printed on both sides and displayed all over Paris with a unique backlight system. During the day, people couldn’t see anything else that an empty table. At the sunset, the lights of the billboards were automatically turned on and the image of typical Halal meal appeared with a Ramadan Moubarak (Happy Ramadan) message.

Results and Effectiveness
The idea has been voted by a panel of 2000 French people as most innovative French campaign of 2010 (Source : Opinion Way – 3rd édition of the French Innovation Observatory).
10% of increase in Market Share. No.1 food brand googled during the campaign period.
Every single Muslim blog and news site in France talked about it.