Media Grand Prix

The jury awarded two Grands Prix: ‘UNILEVER HAJJ PACK’, UNILEVER, MAGNA GLOBAL DUBAI, UAE

THE IDEA

Over 2.5M pilgrims come to Mecca for Hajj from all over the world. To respect the sanctity of the pilgrimage, pilgrims refrain from using any alcohol-based or fragrant products. However, given the scorching summer weather of Saudi Arabia finding effective and Ihram friendly hygiene products is a challenge for pilgrims. Unilever created the Hajj pack to provide pilgrims a healthy and protected journey during their pilgrimage, without any compromise. They created a fragrance-free bundle of products that could be purchased

and used in key markets. To drive the full potential of the Hajj pack, the agency had to build awareness amongst the pilgrims.

Therefore, they focused the campaign on mobile, which is one of the most penetrating and fastest growing media platforms in KSA (more than 80% smartphone penetration).

Unilever employed different platforms to target travelers across the journey to deliver key messages at the right time and right place. Key platforms included: Youtube, Facebook, Wego, Twitter, Google (search).

Through programmatic and machine learning, they built an agile always-on content engine that served product reminders: to use the right product, at the right time, at the right place. They used geo targeted location based ads to help consumers find the nearest outlet that sells the product. This helped us reach the consumers when they were planning the trip, when the journey got closer, and when they reached Saudi Arabia.

This data-driven, yet human approach to marketing during Hajj had incremental reach and positive business impact.