2013 Winners & Shortlists

Results and Effectiveness

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.

Creative Execution

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.

Insights, Strategy and the Idea

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’.