2010 Winners & Shortlists

Results and Effectiveness

Post campaign, the volume of tonnes sold has increased by 75%. Value share has nearly doubled jumping from 16.2% to 28.5%. Over the campaign we reached an average of nearly 1m women for each episode of Joelle Beauty Salon. Brand consideration has now more than doubled to 50%. Associations of being a ‘Sensible weight management’ product have risen to 75% (up from 60%), whilst being known as ’98% fat-free’ is up to 85% (from 63%). The Red Dress activity on TV generated nearly 30,000 visits to the Special K website with 2,300 registering to take part in their own challenge.

Creative Execution

We partnered with highest rated beauty show ‘Joelle Beauty Salon’ on MBC1 to launch the competition during the wedding season in Saudi. Joelle introduced the Red Dress Competition and opened the gates for participation and drove traffic to the website. Both Joelle and nutritionist, Dr. Andari, worked on motivating the girls, listening to concerns and offering much valued advice. The final week featured a complete episode of Beauty Salon dedicated to Special K. Support was given by online, regular TV, print, in-store initiatives and also partnerships with key beauty salons.

Insights, Strategy and the Idea

Special K offers low fat cereals and snack bars. The market is dominated by ‘Fitness’ with 83.2% share, compared to 16.2% for Special K. Key to Special K’s success globally has been their ‘2 Week Challenge’ and their ‘Red Dress’ icon. Our challenge was to successfully launch the 2 Week Challenge in KSA to women aged 20-35 and increase knowledge about health and nutrition. Insights also told us that weddings were a key priority for these women and they put a lot of effort into looking good. We wanted to influence women to take the challenge by creating a Red Dress Competition that would encourage them to participate and lose up to 2 kilos.