Ajmal perfumes, the region’s multi award winning fragrance house is proud to launch the world’s first “Young Prosumer Initiative” that will exclusively be conducted through various online platforms. Following the immense success of the launch of Ajmal’s first youth fragrance, Prose, and the scintillating world’s first “Young Perfumer Talent Hunt” that was conducted in November 2013, Ajmal continues to acquaint various expertise talents of the GCC youth.
Conducting the elite initiative exclusively through digital media channels, Ajmal’s “Young Prosumer Initiative” will reach out to GCC youth aged between 16 and 25 years to create and launch Ajmal’s next youth product through three phases in terms of direction and product design. Social media is a place where the G.C.C.’s youth spend a considerable amount of time and that is the reason why Ajmal has chosen the digital space to launch and run this initiative.
Ajmal’s “Young Prosumer Initiative” concept will operate through a dedicated microsite www.ajmalypi.com and a dedicated Facebook page www.facebook.com/ajmalypi and will be spread across three phases with a time limit of seven days per phase starting on the 22nd of January 2014.
Phase One – The Trend Whiffer:
In Phase one, the GCC youth aged between 16-25 will submit the “Youth Brief” of what they perceive Ajmal’s next youth fragrance should be all about. The mentioned procedure will be conducted through a dedicated microsite www.ajmalypi.com and www.facebook.com/ajmalypi Basis the replies, Ajmal will be shortlisting three briefs alongside Firmenich, the largest Swiss and privately-owned company in the perfume and flavor business. These three options will be uploaded to the ajmalypi facebook page for public polling. The brief with the maximum votes will be declared the winner and will be getting a cheque of AED 15,000.
Phase Two – The Designist:
In Phase two, the GCC youth aged between 16-25 will be asked by Ajmal team to submit their sketches of the primary packaging based on the finalized Youth Brief from Phase one by Ajmal and Firmenich. Basis the sketches Ajmal will be receiving, Ajmal team will shortlist three of the best options in discussions with Centdegres, the renowned French company specialized in packaging. These three options will be uploaded to the ajmalypi facebook page for public polling. The design with the maximum number of votes will be declared the winner and would also get a cheque of AED 15,000 for the Primary Packaging Design.
Phase Three – The Buzz Maker:
In Phase three, Ajmal Perfumes will be compiling a creative brief outlining the product, target audience, the winning primary packaging design and all other related information. The GCC youth will then be requested to develop the creative either through Print/Digital mediums and provide Ajmal with their recommendation of conducting a 360 degree Marcom launch. Ajmal along with Tonnit Design, a boutique creative agency will shortlist three options. These three options will be uploaded to the ajmalypi facebook page for public polling. The Idea with the maximum votes will be declared the winner and will also get a cheque of AED 15,000 for his/her creative and Marcom idea.
The winners of the three phases will also be given the opportunity of associating themselves with Ajmal and see their Ideas come to life through actual product development and implementation of the marketing campaign.
“We are proud to launch once again this one of its kind global concept in the GCC, Ajmal Young Prosumer Initiative, which is yet another region’s first initiative targeting the unique talents of our youth out there. We are certain of our youth’s capabilities in shaping up our future into a creative and fruitful era” says Abdulla Ajmal, General Manager, Sales and Marketing at Ajmal Perfumes.
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