2011 Winners & Shortlists

Results and Effectiveness

Spacetoon: Over 4,016,102 banner impressions were delivered in just 8 weeks, with 0.85% CTR Generated over 2,162 registrations on the microsite in only 8 weeks. Over 1500 competition entries made in the time period from UAE & KSA across both channels. 25% increase in sales!

Creative Execution

Idea: Engage the Kids in their world by partnering with their favorite TV stations to create fun games online. The Execution: Created a dedicated microsite hosted on Spacetoon website and developed 3 popular games: Fruitris (like Tetris), Spot the Difference & Fruity Catch (catching fruit) - all using Fruitella colours & Fruits. Amplified engagement through a competition where kids in KSA had to use information on Fruitella and its flavours to enter with an opportunity to win Sony PSPs. Supported it with E-junior Channel in the UAE: Created simple weekly contests asking younger audience to email right answer to win PSP prizes. Across both channels: Created 10 sec ads + contest promos driving awareness & pushing traffic to microsite/competition. Banners with links to the competition page placed across Spacetoon website.

Insights, Strategy and the Idea

Objective: To rebuild awareness & sales amongst kids for Fruittella & its main flavors – Orange & Strawberry. Insight: Although mothers are decision-makers, kids determine their Candy choice. Kids today are like Free range children - they have short attention spans, are finicky & have no brand loyalty when it comes to Candy (they are led by taste). Today’s Kids belong to the internet generation. They are savvy, digital natives - multitasking with multimedia is in their blood, making it difficult to capture their attention and keep them engaged. Challenge: No TVC/Creative assets available. Limited kid’s research available in the market.