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2023

Channel

Use of Media

Royal Aroma Fortified Campaign

Shortlist

Entrant:

Country:

Brand:

mediareach OMD Ghana

Ghana

OLAM AGRI, Royal Aroma Rice

Background

We are particularly proud about this case because we had the opportunity to drive differentiation in the rice category. Post COVID, there was the need to eat healthier and build your immune system. With this insight coming up, Olam Agri, producers of Royal Aroma Rice introduced a new variant called Royal Aroma Fortified Rice, which has zinc and vitamins to help boost immunity. The task for this brand was drive awareness for Royal Aroma Fortified (RAF), build to reach 70%@1+ and drive consideration to improve conversion. Comms remained at reinforcing RAF is the rice fortified with Nutrients.

Creative Idea

The creative was to establish and recognize the role of the woman at home, ensuring her family is protected and well taken care of. Superheroes are normally seen as protectors in our society and this identity fitted mums as they ensured their families are well protected for a better life, hence the big idea “the Superhero”

Strategy

Our strategy was to drive awareness by leveraging TV and radio personalities, respectively; to engage and influence consideration for repeated brand purchase

Execution

We carefully selected the best rating programs anchored by female journalists and presenters on both TV and Radio. Using TV as the lead medium to drive visuals for easy brand identification helps build reach for the campaign. Choice of programming including female related shows including talk shows and soaps with local voiceovers and a discussion forum at the end of week for relevance. The host of these shows delivered comms on a personal level to drive change in consumption and this was executed within a giveaways segment within their shows by interacting with viewers to describe their superhero woman at home and they got rewarded with some bags of rice Radio comms supported TV.

Results

We carefully selected the best rating programs anchored by female journalists and presenters on both TV and Radio. Using TV as the lead medium to drive visuals for easy brand identification helps build reach for the campaign. Choice of programming including female related shows including talk shows and soaps with local voiceovers and a discussion forum at the end of week for relevance. The host of these shows delivered comms on a personal level to drive change in consumption and this was executed within a giveaways segment within their shows by interacting with viewers to describe their superhero woman at home and they got rewarded with some bags of rice Radio comms supported TV.

Credits

Safo Mallet -  Manager, Planning, OMD David Agbeviade - Dty Manager, Buying & Control, OMD Joel Borketey - Executive, Buying & Control, OMD

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