| Brand | MOUNTAIN DEW |
| Product/Service | MOUNTAIN DEW |
| Entrant | OMD Dubai, UNITED ARAB EMIRATES |
| Category | Viral and Email Marketing |
| Entrant Company: | OMD Dubai, UNITED ARAB EMIRATES |
| Advertising/Web Design Agency: | OMD Dubai, UNITED ARAB EMIRATES |
Brief Explanation
With key brand metrics dipping, we had to educate and excite ‘Dew Dudes’ about Mountain Dew’s brand proposition and ignite deeper connections.
Extreme-sports are top of a Dew Dudes ‘to do’ list – be it doing, sharing or watching. However, nearly all sharing/watching is Westernized – there are limited Arabic sources.
Our idea was to connect with Dew Dudes by creating ‘Community’ and ‘Content’ that was 100% Arabic.
By addressing shortfalls in consumer needs and creating a community packed with bespoke content we successfully connected Dew Dudes with the brand. In fact, we gained 330,000 fans in just 10 weeks.
Credits
| Nick Tapley |
OMD |
Fuse/Ignition Director |
| Arun Rajagopal |
OMD |
Manager - Social Media |
| Faisal Shams |
OMD |
Director |
| Habib Daher |
OMD |
Manager - Planning |
| Wissam Chami |
OMD |
Executive - Planning |
| Jose Abi Nassif |
OMD |
Supervisor - Buying |
| Farah Mehdi |
OMD |
Executive – Social Media |
| Wassim Moumneh |
OMD |
Associate Director - Digital |
| Mazen Sraj |
OMD |
Senior Executive - Digital |