2009 Winners & Shortlists

Results and Effectiveness

The roadshow attracted over 40,000 youths who sampled the brand, with over 5,000 taking part in the challenges, creating a strong consumer database. · The microsite received 712,000 visitors and 20,000 pictures/videos. The Power Horse TVC was downloaded 12,000 times and spread virally. · The TV sponsorship reached an estimated 1mn viewers per week, while the cinema campaign was seen by an estimated 2 million cinema goers. · As the exclusive soft drink distributor at Akon’s concert in Dubai, Power Horse sold 14,400 cans, more than the average daily offtake in the UAE. · After the campaign, volumes increased by 74% in the UAE, 28% in Saudi Arabia and 38% in Qatar. The overall increase in the GCC was 20%, outpacing the bull for the first time.

Creative Execution

The new brand proposition, TAKE IT ON, was launched with two new TVCs and to build the emotional connection, we developed an integrated campaign across TV, cinema, digital and live media. All contact points focused on the physical and mental challenges the target audience relates to. · The corner stone of the plan was the Street Performance roadshow. The event, featuring a rodeo machine, Wii games, remote control car races and more, traveled to 20 venues across the GCC, including malls, parks and universities. · A microsite was developed to draw attention to the roadshow and provide an interactive networking space. Visitors posted pictures and videos of their own performance with Power Horse. · We sponsored action movies on ‘youth-friendly’ TV channels for 52 weeks and advertised in 82 cinemas across the GCC, before action movies. · The live media strategy also included concert sponsorship (Akon in Dubai).

Insights, Strategy and the Idea

Power Horse, an energy drink brand, was faced with declining sales and no clear positioning in consumers’ mind. To resurrect Power Horse and make it a competitive brand again, we add to reconnect it with youth, ie Arab males, aged 15-34, in the UAE, Saudi and other GCC countries. · Our target finds challenges in all forms stimulating. Performance in meeting them gives them the peer recognition and success they crave. · Aided trials showed Power Horse scored well on taste, but the brand meant nothing to consumers. · In an overtly cluttered youth space, the strategy was to associate Power Horse with performance in mental and physical challenges. Once warmer with the brand, the taste would win consumers over. We had to put Power Horse in consumers’ hands and mind.