The Brief

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.

Describe how the promotion developed from concept to implementation

The platform was simple; a series of “slice of life” scenarios exploring cross roads that arise in life, highlighted a mother’s contribution to her family – ultimately giving 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 across News/Entertainment channels included customized programs and special segments. VOTE MOTHER spread throughout Pakistan – via print, digital, mall activations, mobile floats, voting booths, street rallies, sloganeering, even a rock concert – all attracting extensive PR coverage from TV News/Radio.

Describe the success of the promotion with both client and consumer including some quantifiable results

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

Explain why the method of promotion was most relevant to the product or service

Rather than let go of the heritage of Dalda’s connection to Motherhood, VOTE MOTHER broke through the clutter of the National Election and connected with an even broader audience. The creative execution remained true to the brand and resonated with the target audience who had been loyal for so many years.