2013 Winners & Shortlists

The Campaign

Pringles wanted to build affinity and recall with the Saudi youth, in a fun, interactive and a youth oriented fashion. With our market insights and understanding of the audience, we proposed the client to explore stand-up comedy, a growing cult among the youth in KSA, as an avenue to register their “Bursting with Flavor” campaign. Pringles Bursting with Laughter! Make us laugh and we will make you laugh! The campaign was executed online, on-ground and direct mediums in KSA to recruit consumers through a fun filled activation. People cracked jokes on the Bursting Booth & posted them online to get a chance to win a ticket for the comedy shows of their favorite comedians. Winners were invited to attend the comedy shows in Jeddah and Riyadh. The content of the comedy shows was produced and put up on social media to make them go viral.

Success of the Campaign

The campaign was designed from an insightful approach to tap the Saudi youth, and the mileage that the client got through integrating multiple mediums is phenomenal in terms of ROI (with over 4 mn+ total impressions till date). The client was delighted with an exciting idea and a flawless execution, that helped them to register their new 'Bursting with Flavor' formula and connect with the youth in a fun and engaging manner. • In 4 weeks we interacted with 52,365 consumers on-ground • Received 960 Joke entries after moderation • A total of 12,000 samples were distributed • 30,000 Leaflets were distributed • Over 600 shortlisted winners attended our comedy shows • Bader Saleh tweeting to 300,00+ followers, and Princes Ameerah tweeting to her half a million followers • A whopping 2 million+ views on Youtube • Approximately 4 million+ digital, social media and on-ground impressions to date and counting

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

Promotion Win Tickets to our bursting with laughter comedy show with top comedians of our time, featuring Bader Saleh, one of the most famous comedians in the region. Make us laugh, and we will make you laugh. On-ground Activation The campaign kick-started with an on-ground leg where we set up 'Pringles - Bursting with Laughter' booths. We designed a laughter booth to engage people first hand in malls and universities, across KSA. Digital A laughter application was developed for people to submit their jokes through either video, audio or text format. Event The winners were invited to grand comedy shows in Jeddah & Riyadh, featuring famous comedians including Bader Saleh. Social Media We got tweets from many famous personalities including the likes of Bader Saleh and Princess Ameerah. The comedy clips of the events, uploaded on Youtube have gone viral and crossed a whopping 2 million+ views till date.