Brand | AUJAN |
Product/Service | BARBICAN NON-ALCOHOLIC BEER |
Entrant | FACE TO FACE Dubai, UNITED ARAB EMIRATES |
Entrant Company
|
FACE TO FACE Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
|
FACE TO FACE Dubai, UNITED ARAB EMIRATES
|
The Campaign
The client brief was to introduce and launch the New Barbican Pack. The challenge was that we needed to create emotional ownership and acceptance of the new pack before it even hit the shelves.
The campaign idea was to introduce the new pack in the context of consumer: our peer group leaders are aware of it, ready for it and excited for it…The campaign idea is: “We’re ready for our new Barbican bottle”.
The campaign was divided into 2 phases: Teaser and then Revealer launched across TV, Outdoor, in-store and Digital. We have made this launch more exciting by using Augmented Reality in order to give loyal consumers a sneak preview of the new pack. They could view the new barbican bottle on the brand facebook page before it was in market, by printing out a QR code and pointing it to the camera.
Success of the Campaign
Over 6 weeks:
- Increased Facebook fans from 35,000 to 85,000
- 1,345 users installed our APP
- Generated 768 photo uploads by our fans and 19,550 likes
- Engagement rate increased by 3422% comparing to before the launch of the campaign
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
We first started on TV by running copies of Barbican guys from around the region awaiting the arrival of the new pack with excitement and describing how they feel about it. The voice over directed the viewer to the Facebook page for a ‘sneak preview of the pack’. All pre-launch collateral carried the same call to action.
Once on the barb Facebook page, they printed out the augmented reality code, held it up to their webcam and the bottle would appear.
The user was then invited to take a photo of himself with the Augmented reality bottle, share it with friends, and the picture with the highest vote will win the iPad.
Once the bottle was launched and on shelves the users have both the options of taking a photo of themselves with the actual bottle or the augmented reality to participate in the competition.
Credits
Ralph Roden |
Face To Face |
Chief Creative Officer/Managing Partner |
Mark Sell |
Face To Face |
Head Of Client Servicing |
Mohammed Hammad |
Face To Face |
Account Director |
Fadi Bshara |
Face To Face |
Account Manager |
Mohammed Barazi |
Face To Face |
Head Of Creative |
Amin Dora |
Phoenix Film |
Director |
Guy Sinclar |
Phoenix Film |
Producer |
Zahi Lawand |
Mindshare |
Senior Manager Exchange |
Rebecca |
Mindshare |
Manager - Exchange Digital |
Halla Alrozouq |
Mindshare |
Account Executive - Digital |