David vs. Goliath
This is an award for smaller, new or emerging brands making inroads against big, established leaders; taking on "sleeping giants;" or moving into a new product/service field beyond their current category adn set of competitors.
Yeh Dunya Bari Hai
The packaged cakes market is dominated by large players like Hilal and EBM in Pakistan. Being a new player, entering the market as the challenger to these giants, Good Goodies decided its success would be through strategy, not brute force. Using novelty in product, communication, and channel strategies, the brand effectively expanded the pie instead of sharing the existing one with the players fighting over market share. Within 10-months of launch, Good Goodies sold 15% of Hilal’s sales volume and captured over 11.57% of the market share.
Client: UniFood Industries Limited
As far as we go
In a world of “us” vs. “them”, even during Ramadan, Muslims celebrate Ramadan. The world doesn’t.
Almosafer, a travel platform from Saudi Arabia, reignited the lost magic of Ramadan in the region, by seeing it through a little child’s story, and took that spirit to the world, encouraging people to travel meaningfully.
It defied the Ramadan marketing clichés, taking Ramadan to places that didn’t celebrate Ramadan.
It defined the category clichés, building emotional meaning in a category of rational persuasion.
And with low budgets, it overtook and beat leading competitors.
Agency: FP7 McCann Dubai
Fine Baby: The Relaunch
Drove sales and market share of Fine Baby, across MENA, through social media, digital, in-store and on-ground activations by connecting emotionally with mothers through “what’s the sound of your baby’s diaper” campaign and the association of Fine Baby diapers with giggles.
Brand: Fine Baby
Client: Fine Hygenic Holding