2011 Winners & Shortlists

Results and Effectiveness

The digital component was instrumental to the campaign's overall success. Campaign Achievements: 4.7-million impressions 1.4-million unique browsers 270-thousand mini game plays and 32-thousand kitchen game interactions A total of 84-thousand microsite visits (CTR-1.33%). 75-thousand primary target visits (CTR-2.92%) A total of 8-thousand registrations (ConversionRate-9.5%). 7.5-thousand primary target registrations (ConversionRate-9.9%) Combined with the client’s in-store activities, the campaign effectively met marketing objectives. The primary target's multiple interactions with the brand, at different touch points, increased the chances of creating a more favorable disposition towards the brand. We do know that sales increased by 50% compared to the same period last year.

Creative Execution

Inspired by digital's level of interactivity, an appealing and fun game was developed featuring alalai ketchup and tomato characters. The microsite created for this campaign hosted the game, Ketchup Crazee, inviting users to register and to enter a competition upon product purchase. The promotion and game engagement were communicated via an in-store activity and digital advertising. In select outlets in each market, kids had an opportunity to play the game. Stands and creative display units promoted the competition and microsite. Banner advertising was employed on 5 children and 4 women interest sites to reach mothers. Furthermore, we negotiated placement of a mini version of Ketchup Crazee on game sections of 3 websites. Finally, Spacetoon's interactive kitchen game featured a recipe for children to prepare their own pizza using alali ketchup.

Insights, Strategy and the Idea

Our client, alalali, had a conundrum. People love its ketchup flavor in blind taste tests yet sales weren't meeting planned expectations. Secondly, the core audience is getting older. The challenge was to plan and execute a communication activity in order to build favorable disposition among young consumers while addressing the immediate issues of ketchup sales in Bahrain, Kuwait, Qatar and the UAE. The identified consumer segments were - (i) Children, 6-12 years old, primary target (ii) Mothers, 20-45 years old, secondary target With the primary target in mind, an engaging activity was seen as the most appropriate way to accomplish the task. The campaign would offer the brand a new way to connect with its audience while ensuring an integrated approach across all channels.