2012 Winners & Shortlists

Results and Effectiveness

Sales increased in 2011 by 35% Figures for the month of July: 33% sales increase in July 2011 vs. July 2010 The traffic to the website increased by 250%!!!

Creative Execution

We needed to identify a strategic media partner to launch our new bottle successfully. Cartoon Network Arabia, the newly introduced channel, was picking up fast among kids in the region; and to target both genders, Dexter’s lab was the top rated program. We wanted kids to engage with the brand, so we drove traffic using Dexter’s Lab TV show to the Vimto/Dexter game on the channel’s website. Kids were helping Dexter and Didi in the lab to complete the bottle’s transformation to the new shape in an interactive and fun game. Due to our partnership with Cartoon Network Arabia, the channel produced 2 different 10sec TVCs and created the Vimto online game on the channel’s website, in addition to an on-pack back to school promotion, using various Dexter and Didi stationary items.

Insights, Strategy and the Idea

Vimto Juice for Kids needed to launch their new bottle in the Saudi market and create the required awareness to generate high sales during the back to school period. Vimto never had an ATL communication due to the low budget and lack of television commercial and print materials which were never produced. Our proprietary survey concluded that kids affiliate with cartoon characters. Shopping for school supplies designed with their favorite cartoon characters, makes the back to school experience more exciting. Moreover, the kids have a huge effect on the mother’s purchase decision when it comes to the juice category.