2010 Winners & Shortlists

Results and Effectiveness

Engaged 16.6 million consumers across GCC (Source : PARC viewership data) KSA market share increased by 22% at the expense of juices (Source : AC Nielsen ) Image indicator relating to ‘taste’ increased by 9% (Source : TNS Tracking Data) 127,710 consumers sampled in-store ( Source : Kraft) Estimated 18,127 SMS responses to the competition with 4% redemption rate (Source : Cellempower)

Creative Execution

To excite & inspire consumers about our 4 Delicious Destinations, we custom-created ‘Edutaining’ travel related branded content on TV designed with the brand values of fun & excitement embedded in the tone & texture of these executions. We partnered with a specialized Bollywood channel targeting Arabs, Zee Aflam. Arabs love Bollywood and it’s known for being shot in exotic destinations. So to leverage this we packaged together 4 blockbuster Bollywood movies which had been shot in our 4 Delicious Destinations. These movies were then promoted through a custom-made Tang branded vignette. We extended our branded content idea with two leading mainstream Arabic TV channels, Al Watan TV and Dubai TV. We created 4 vignettes that highlighted the ‘must-see’ sights & attractions of our Delicious Destinations. Furthermore, we negotiated with our media partners to raise buzz and hype about this activation through live TV talk-shows, newspapers and in-mall promotions.

Insights, Strategy and the Idea

Tang is strongly entrenched in the Arab consumer’s mind as a Ramadan brand. Our challenge was to grow the brand outside of Ramadan at the expense of other juices & soft drinks. Since summer represents the biggest sales opportunity in the soft-drinks category, our goal was to make Tang relevant to consumers during this season. We knew that Arab families are passionate about holidaying abroad. Our research uncovered an interesting motivation behind this. Travel experiences confer bragging rights to status-conscious Arabs and enable them to impress their peers and affirm their position in society. Our strategy was to tap into this secret motivation by delivering a holiday experience worth bragging about. So, we created ‘Delicious Destinations’ - an amazing opportunity for consumers to win a free luxury family holiday to 4 select Destinations (Paris, New York, Sydney and Rome) by simply texting the short-code on the Tang pack.