2012 Winners & Shortlists

The Campaign

Watch & win is an interactive retail promotion, first time carried out by any retailer in the region. It is an interactive TV game. Customers do their purchases at Panda & Hyper Panda stores to obtain a special coupon with an encrypted message about the prize. Customers have to watch a Saudi TV channel (Saudi TV channel 1, 2, 3 or 4) on specific timings given on the coupon and place the coupon device onto the screen when the encrypted message will appear. Customers get a code that he/she verified using the gift booklet or online from the micro-site. This was the first game of this kind in Saudi Arabia and first time ever when everyone was a winner. Micro-site was setup with 15 million prizes and online redemption support. People can also visit the site to get more information on the campaign mechanics and get their coupon code reveal gifts they won and how and where to redeem these gifts. This Panda site also provided instant redemption for telecom vouchers, airline tickets etc. Mechanics: A partnership between a TV station (Saudi TV) was required to carry out this promotion idea. In this partnership Saudi TV channels were needed to air the validation signal dots during agreed programs and to promote the programmes as a method to promote Watch & Win promotion, this way the station complemented the on-ground promotion by producing promo spots. Saudi TV produced and aired over 100 promotion spots supporting this promotion. Biggest Challenge: Saudi TV channels are ministry controlled station and the biggest obstacle was to influence the commercial objective to authorities through their supplier.

Success of the Campaign

Client Over SR 10,000,000 worth of Free validation signals were aired by Saudi TV channels and 100s of promo spots that promoted the programming as Watch & Win. Client Achieved 17.8% more sales vs. previous year same period and similar investment on media. Heavy increase in frequent footfall noticed across the campaign period. Significant amount of increase in call center calls. Station Saudi TV gained significant viewership improvements during the campaign period and overall station recall. Saudi TV Channel 1 received a significant increase in ratings by +17.5% more ratings during the campaign vs. previous period. Saudi TV Channel - Main News Primetime segment received a significant increase of +35% viewer ratings during the campaign vs. previous period. Consumer Consumers played the most interactive game promotion ever. Everyone received a gift voucher and won something. The campaign was widely discussed across forums and other media. There was also a draw for cars at the end of the promotion.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Teaser campaign 1 week starting 12 Mar 2011 - TV commercials - Outdoor billboards - Newspapers full page Launch campaign 3 weeks starting 16 Mar 2011 - TV commercials - Outdoor billboards with the promotion launch visual - Press Double page spreads & half pages - Radio commercials Saudi TV support - Promos created by Saudi TV to watch the programs and to win - Special coded red signal dots appeared during the programs as specified in the coupons - Studio coverage received and discussions inside various programs