PHD UAE shortlisted for five Effie Awards

PHD UAE has been shortlisted for five Effie Awards: three as the lead agency and two as the supporting agency.

Details on the shortlisted entries are:

Unilever – ‘Saraya Abdeen Sponsorship’
Shortlisted in the Personal Care Services Category
The battle for television dominance and share of voice during Ramadan is the most intense media battle of the year. That was the challenge facing Rexona, TRESemme and Fair & Lovely. These Unilever brands wanted to achieve sales growth without having to spend millions in the process. We took the best of TV and brought it online through catch-up TV, sponsoring the Ramadan program ‘Saraya Abdeen’. With 18 million video views, market share increased for all three brands, including Fair & Lovely witnessing 14.5% sales growth over Ramadan 2013.

SC Johnson – ‘Killing the Competition with Raid Odorless’
Shortlisted in the Non-Food FMCG category
Faced with the challenge of a declining category, Raid needed to stimulate interest in pest control and therefore created a new innovation with Raid Odorless. We had three objectives: first, to halt the market and value share declines; second, upgrade users and make them spend up to 50% more for Raid Odorless than other variants; and finally, persuade consumers that ‘no odor’ does not mean ‘no efficacy’. The results were simply amazing: total Raid value share grew 2.7 points and we reversed the pest control category decline from -4.1% year-on-year to +1.4%.

Mashreq – ‘FIFA Card Campaign 2014’
Shortlisted in the Banking, Finance + Insurance category
With the noise and interest build-up before the World Cup, Mashreq saw a valuable opportunity to grow the volume of credit and debit card holders, particularly among men as a strategic growth segment. We had one firm objective: increase the overall volume of credit card sales between February and April of 2014. By ‘behaving more like a fan and less like a bank’ Mashreq successfully connected with their target consumer during the lead up to the World Cup and over-delivered on their new sales targets by 15%.

Details on the supporting agency shortlisted entries are:

Mashreq – ‘Max Campaign 2014’
Shortlisted in the New products category

Mashreq – ‘Corporate Brand Campaign 2014’
Shortlisted in the Banking, Finance + Insurance category

The winners will be announced on the 19th of November at The Meydan Hotel.

Effie Worldwide stands for effectiveness in marketing communications, spotlighting marketing ideas that work and encouraging thoughtful dialogue about the drivers of marketing effectiveness.  The Effie network works with some of the top research and media organizations worldwide to bring its audience relevant and first-class insights into effective marketing strategy.

For more information on the Effie Awards click here