Small Budgets - Products
Cases eligible for this category must represent the only communications efforts for this brand (brand defined as listed in the “brand” question of the Effie entry form) during the time period that the effort entered ran.
Durex Goes Incognito
Have you ever felt embarrassed buying a condom? You’re not alone.Most people do. And often, embarrassment is a reason not to buy.
Our campaign transformed the feeling that drives people away from traditional retail into reasons to visit our e-commerce page and buy online. Because no matter how embarrassed you may feel when you buy condoms, with souq.com, no one has to know.
The campaign drove record online sales on White Friday for Durex thanks to its generation of a record number of leads and a record conversion rate.
Client: Reckitt Benkiser
Agency: Havas Dubai
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