Chocolate category drops by 9% in ramadan, with ramadan approaching peak chocolate consumption season (winter) penetrating Ramadan was imperative.
Night Shifters
SHIFT-THE-NIGHT
Klient
- Mondelez
Biuro
- Egypt
Challenge
Inspiration
Despite all brands doing charitable-good in ramadan, there's a community needing some goodness, whom no one thought of, the Night-Shifters.
Idea
Putting night-shifters on an interactive digital map to make them feel seen and heard; prompting physical visits sharing a Cadbury or virtual messages with night-shifters.
Growth
+1PP market share gained, +48M viewership, +300M impressions and more importantly +3000 Night-shifters accompanies in.
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