Ramadan is the season where many brands get into a fierce battle of grabbing audiences’ attention and achieving high levels of reach and engagement, as well as standing-out among competition. For even the biggest brands, Ramadan is not a season to be underpinned. Competing over similar target audiences and attempting to seize the biggest market share are some of the challenges faced by most brands.
Introducing Elite’s wafers into the market during Ramadan’s peak time was quite a challenge in itself, with a main objective of achieving high levels of reach among the brand’s target audience leading to a considerable market penetration.
A unique brand persona was created for Elite, prior to initiating of the digital media activities. The persona identified the brand by unique qualities; such as being the best, richest and self-confident. The newly-created persona paved the way for the creative concept of ويفر فى نفسه to emerge, leading to establishing a strong brand positioning and a positive brand image.
Throughout the campaign, different arrays of digital platforms were optimized to achieve best results. A TVC (Television-copy) ad was also aired in parallel to all digital activities. A YouTube version of the ad was used to achieve maximum viewership for Elite’s Ramadan ad and to link the TV and all other ATL activities with the online ones.