Schweppes Flavor of the Quarter
Experience always wins
Night Shifters
SHIFT-THE-NIGHT
- Office
- Egypt
- Client
- Mondelēz International
Challenge
Chocolate category drops by 9% in ramadan, with ramadan approaching peak chocolate consumption season (winter) penetrating Ramadan was imperative.
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.
