The Abu Jana effect: credibility over prizes
Curated by Sarah Alkubaisi, Senior Creative
The butterfly effect or The Abu Jana effect
How did one person change the direction of most of Iraq's brands?
From an entertainment or comedy content creator to a person who has his own brands that captured the attention of a large segment of our society, and because of him brands started using a different way of marketing, because he changed Iraqi consumer behaviour in FMCG. (Not that he invented the atom, he just played it right.)
Here, most brands followed the "buy and win" method and left out the real driver of the shift in consumption toward his products. It was not mainly which brand gives gifts, the number of prizes, or the value of the prize (sure, those play a role, but a small one). The driver is the person himself: "credibility" , that made people believe that when they buy, they are not only buying; they are making a small investment that might return value, measured against a gift, because as an ordinary person they might win , they saw people who felt like their neighbours win, so what is the difference between those winners and them?
Translated from Arabic
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