The Campaign

Over the years, Dalda Oil has maintained an intimate relationship with Mothers Day, utilizing the platform to support the hardworking women of Pakistan and retain their brand loyalty. However in 2014, the date coincided with the General Election of Pakistan. Dalda needed to capitalize on election fever and create a unique cut-through campaign. So Dalda ran their own election! Based on the simple insight that everyone loves to talk about the pros and cons of competing parties and have an opinion on the situation around them, a campaign idea was developed that empowered the people to make their own choice. People share their personal matters with those they trust, love, and respect the most. Therefore, we asked individuals to send in their votes telling us whom they would trust with their most personal matters. In the Pakistan culture, most people choose to talk to their mothers when discussing such matters.

Success of the Campaign

Achieving an impressive +21% increase in new households - Vote Mother touched the lives of more than 63 million people, and confirmed Dalda’s place in the hearts of Pakistan. The campaign results are as follows: Campaign Reach – 74% More than 3000 grps accumulated Negotiated savings worth PKR 2.5mn SMS votes – 101% FB Votes – 130% Activation Votes – 105% FB likes – 137% increase On Mother's Day 2014 - It was clear who the real winner was: Dalda!

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The platform was simple; a series of “slice of life” scenarios exploring the cross roads that commonly arise in life highlighted a mother’s contribution to her family – and ultimately gave the people of Pakistan the option of voting for “Mother” over other official candidates. Dalda truly owned Mother’s day, integrating across OOH, digital, on ground, 20 TV channels, 21 publications and extensive PR. Sponsorship of Mother’s Day across News and Entertainment channels included customized programs and special segments. VOTE MOTHER spread right across Pakistan – through print, digital, mall activations, mobile floats, voting booths, street rallies, sloganeering, and even a rock concert – all of course attracting extensive PR coverage from TV News and Radio. Rather than let go of the heritage of Dalda’s connection to Motherhood, VOTE MOTHER broke through the clutter and connected with an even broader audience.