Brand | KELLOGG'S |
Product/Service | SPECIAL K |
Entrant | OMD Dubai, UNITED ARAB EMIRATES |
Category | Best Use of Digital Media (Including Internet, Mobile Devices, etc) |
Entrant Company: | OMD Dubai, UNITED ARAB EMIRATES |
Media Placement: | OMD Dubai, UNITED ARAB EMIRATES |
Credits |
Results and Effectiveness
38% of all females visiting the site interacted with the Helwa execution.
A total of 10,000 registrations to the Special K challenge.
12% of all females who received the email communication forwarded the email to their friends, creating the viral effect.
43% of total Saudi females interacted with the executions, increasing the Special K awareness by 34%.
Creative Execution
Since Helwa is website that gives beauty tips we devised a strategy to interact/engage with the users - revamping the site for 3 days and placing a measuring tape around the site.
Females had to interact with the banner, and pull the measuring tape to make the website look like a female waist.
For Fatafeat, we devised a strategy that would revolve around recipes and the website tip.
To associate the Special K brand with weight-loss related keywords, we took keywords/text links to a new level by adding a banner upon rollover. The banner had feeds from the Special K website and included recipes and health tips.
We also had sequential email shots in 3 patches sent to females to introduce the 2 week challenge, encouraging females to participate.
We also used the Special K database and sent females profiled SMS throughout the journey.
Insights, Strategy and the Idea
Kellogg’s wanted to launch the Special K 2 week challenge which is ‘Drop 2 KG in 2 Weeks with Special K’.
This time around, Kellogg's turned their focus to Arab females (20-29) in Saudi Arabia during the wedding season.
Online consumption of Health and Diet content by females increases before and during the summer season.
2 key websites with high TA affinity are Helwa and Fatafeat
Credits
Saleh Ghazal |
OMD |
Manager |
Mazen Sraj |
OMD |
Executive |