2013 Winners & Shortlists

LET THE FUN BEGIN

BrandEFES
Product/ServiceEFES ZERO
EntrantMEDIACOM Dubai, UNITED ARAB EMIRATES
CategoryUSE OF BROADCAST: TV, CINEMA, RADIO
Media Agency 2 MEDIACOM Dubai, UNITED ARAB EMIRATES
Entrant Company MEDIACOM Dubai, UNITED ARAB EMIRATES
Media Agency MEDIACOM Dubai, UNITED ARAB EMIRATES

Results and Effectiveness

The deeper engagement trade-off paid off over wider cover! EFES delivered 98% increased sales over our targets breaking past sales records.

Creative Execution

To leverage “car performance” we got just the platform – MBC Action had the highest rated auto shows in the Middle East. We worked closely with the “Driven” and “Action News”, largest Auto shows on Middle East television – identifying areas of content that EFES could fit naturally. As a result, show anchors seamlessly sipped EFES on the show (only malt beverage to do so on national TV). We then created a TV FIRST – a car performance rating system using EFES bottles! Co-creating with the “Driven” & “Action News” producers was deep content engagement with our target, significant standout AND a low outlay option for EFES. Brand integration on “Driven” was designed to grab the target’s attention. Online campaign caught those media users who were ‘multi screening’. A “simulcast” on digital and in-program integration captured them on popular auto portals and TV Content at the same time.

Insights, Strategy and the Idea

EFES Zero, a Non- Alcoholic Beer wanted to launch in the GCC and needed to increase its sales. While EFES had been distributed earlier, EFES had not been communication since 2009, resulting in little to no brand awareness. EFES targeted young male audiences, as volumetrics showed them heavy consumers of Non - Alcoholic beers (TGI). We knew that our multi-media multitasking youth were available across many channels and media. Yet, our research revealed that exactly for the same reasons they had developed a strong blocking mechanism to commercial messages while absorbing their favourite shows (TGI). So we knew our little spends (10 % SOV) would be lost on them. While all boys love their wheels, our insights revealed that our non-alcoholic beer consumer had a unique trait. Their involvement in cars was very much about “car performance” – and that single trait was highly correlated to ONLY Non Alcoholic Beers.

Credits

Name Company Role
Cem Sermiyasoğlu Efes On-Trade Channel Development Manager
Razmik Kalaidjian Mediacom Managing Director
Abhijat Sharma Mediacom Regional Director/Freshness And Insights
Mona Hakim Mediacom Senior Media Manager
Nikhil Khadtare Mediacom Media Manager