2013 Winners & Shortlists

The Campaign

UAE is one of the world youngest and fast growing consumer base, among world highest GDP per capita, witnessing a rapid digital acceleration, it is a cluttered market whereby ad expenditures are increasing significantly, consumers are seeking new experiences, and branded content and entertainment is quite new and underdevelopment in this market. This made it the land of opportunities when it comes to content generation and entertaining experiences with consumers. However the restrictions and regulations are limited to censorship on political and religious related subjects.

Results

June 1st is celebrated as the World Milk Day – a concept that wasn’t too familiar in the region, until Rainbow Milk decided to own the platform in UAE. UAE is largely a fresh milk market with around 78% share. A category that Rainbow would always find it difficult to compete against. The bigger battle to win was to help parents convince their kids to drink milk! Rainbow milk sought to engage and educate families and help them rediscover the benefits of milks and its nutrients by creating a communication platform called ‘Sharing the Goodness of Milk’. A campaign raising awareness of the goodness of dairy products was launched in collaboration of the Education Zone, The Municipality and Rainbow Milk. A special segment was then created within the morning health segment on a leading TV channel in UAE. A highly influential and reputed Ministry of Health speaker, Mayssoun El Shaer, hosted the segment.An awareness campaign for “Sharing the Goodness of Milk” was recruited on Facebook through posts and a game, on print through targeted placements, on radio through competitions and on a prominent outdoor location. All communication was also intended to drive traffic to a 3-day fun filled edutainment event in one of the busiest malls of the UAE. The event included a number of elements ranging from live entertainment, product sampling, kid’s artistic area and a photo wall.

Health and nutrition is an attractive and appealing subject among families and their priorities are behind providing their kids with the healthiest, successful and happy life they deserve. So in order to stand out we managed to create different experiences for our audience in a one way communication platform on Mass media content feeding which was validated supported by our collaboration with the educational zone and the municipality and through an engaging and entertainment activations on social media that increased our fan page engagement levels and through a 3 days event whereby the participation and involvment levels were tremendous.

World Milk Day became synonymous with Rainbow’s “Sharing the Goodness of Milk”. The association generated a lot of interest amongst families. The 3-day event in the mall saw a huge response with the event getting exposed to almost 60,000 families. More than 8,000 products were sampled and the stock often had to be replenished. Rainbow Facebook fan page increased by 50% during the campaign to reach 41,230 fans.whereby 15,200 is the number of times goodness of milk was shared through the facebook gaming application. The campaign generated PR coverage worth USD 40,000.