2010 Winners & Shortlists

DROP 2KG IN 2 WEEKS

Short List
BrandKELLOGG'S
Product/ServiceSPECIAL K
EntrantOMD Dubai, UNITED ARAB EMIRATES
CategoryBest 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

Name Company Role
Saleh Ghazal OMD Manager
Mazen Sraj OMD Executive