2011 Winners & Shortlists

The Brief

Danup Peche Melba is Danone’s newly launched yoghurt to be drunk. The objective: product awareness. The problem: its peche melba flavour which is unknown to Tunisian consumers. A cocktail associating raspberry, vanilla and peach so unexpected, no-one can identify it.

Describe how the promotion developed from concept to implementation

The idea is Matefhimchay, meaning: "You just can’t get it". So we created a song with incomprehensible lyrics and silly choreography. We launched the video on both TV and social media, inviting people to matefhimchay.com, a user-generated content platform in which Tunisians were asked to film themselves trying to understand and reproduce the choreography. A 5,000 dinars reward was offered to the best-rated choreography.

Describe the success of the promotion with both client and consumer including some quantifiable results

229 videos were uploaded, generating 347,575 views, of which 57,000 shared, and a total of 131,000 votes. In addition to its TV airing, the official video clip was seen 109,000 times. This was the brand’s best launch since its creation, with an 18% increase compared to Danup’s best success.

Explain why the method of promotion was most relevant to the product or service

The promotion allowed the product to engage a fun and playful dialogue with its target audience.