2009 Winners & Shortlists

Results and Effectiveness

Massive participation of the 2 Week Challenge led to a sales increase beyond our wildest dreams. Packs quite literally flew off the shelves right from the launch with 20,000 people taking part in the challenge. It resulted in a 100% weekly sales increase vs. the previous period and 40% sustained higher sales 6 months after the campaign had ended. Moreover, we received hundreds of responses replying to our emails highlighting that Special K was out of stock in their local stores and by the end 93% of our core target audience said Special K was a ‘credible’ health brand.

Creative Execution

We cherry-picked media celebrities such as TV presenters, radio MC’s and magazine editors and got them to endorse the challenge on their shows and in their articles. We provided them with a personal trainer and a nutritionist during the challenge to monitor their progress and invited consumers on air to share their experiences. To bring together fellow challengers we launched a social media strategy on Facebook and facilitated conversation online on www.specialkchallengeuae.com. To bring the virtual community to life we kicked off the start of the challenge with a live event in Jumeirah Beach Park and ended it with a TV episode where we took two successful challengers jeans shopping with stylist Derek Khan. The campaign was supported through creative online formats, magazine ads, a radio campaign and to participants who signed up online where provided information through email shots and sent SMS reminders keeping them on track to success.

Insights, Strategy and the Idea

Females have become increasingly disillusioned with weight loss and diet promises of today’s brands yet it is one of their biggest desires to remain in or regain a shape they desire. To drive sales in the UAE Kellogg’s Special K has created the ‘Two Week Challenge’ – a campaign targeting Western females that promises them to ‘Drop a Jeans Size in 2 Weeks’. The challenge for the consumers was to replace two meals a day with two bowls of Special K for two. The challenge for Kellogg’s was to establish Special K’s credibility as a healthy lifestyle brand that would help them achieve their goal. Instead of TALKING TO women about the 2 Week Challenge through traditional advertising we wanted our consumers to TAKE PART. We wanted them to connect and be educated through credible sources and be part of the conversation. We wanted to create a ‘Challenge’ community.