Celebrating #InternationalWomensDay/ Week/ Month with Chick's Day

 

Chick's Day 2009 

A Retro Social Conversation for women

We don't just honour women on International Women's Day just for a day or a month.

We celebrate them and recognise their tireless and selfless efforts every second of their invaluable time on this planet.

Qs a mark of respect, it only seemed fitting to share this daring campaign done in 2009 for Nando's in Oman. 

The following is a case history of how we turned a Day for Women, into a timeless Social Conversation for Women...







Background: 
His Majesty, Sultan Qaboos of Oman passed a historic decree in 15th December, 2009 calling it ‘Women’s Day’ – a radical departure from a heavily male dominated country a reflection of a largely socially conservative fabric in Omani society. 



Proactive Opportunity:
We saw a terrific opportunity for the Nando’s brand in Oman to take a leaf out of this and reposition the Nando’s brand from the perspective of empowering women. This fitted in with the brand’s playful and social approach across the world in highlighting tactical and relevant issues in each country and Oman was no different.

We simply redefined 'Women's Day" into a trendier hashtag from the lens of the Nando's brand, calling it #ChicksDay



Hatching our Big Idea:
We decided to create an event for women that would in a sense, challenge the otherwise conservative community fabric of Oman by creating an exclusive ‘women’s day special’ at the exclusive Nando’s outlet in Oman where women would truly feel special – so special, it meant the absolute exclusion of men!  








This moved the needle for the brand in not just being the favourite 'chicken spot' for all genders alike, it kickstarted a social conversation that ran into newspapers and did wonders for the bran, was picked up by social influencers with just that one day trending like...a chicken on fire across 360 different touchpoints.


From posters to social media, online banners, getting male staff to dress up as women, giveaways and plenty of discounts and giveaways to make our Omani women special!





Thank you to all the men who sportingly accepted this campaign without, well, chickening out!









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