2013 Winners & Shortlists

Results and Effectiveness

Two weeks into the campaign, with 2 films revealed so far, we have over 3000 successful guesses, over 700 submitted stories; the fan base grew to reach over 250,000. But the real success was in the PR generated, and the people’s WOM, a buzz monitoring report showed the “Vimto” and “Friendship” were mentioned across the social network generating 9,000,000 impressions, aside from the articles and the mentions received from various publications.

Creative Execution

Facebook – the social media platform for friends – was the driver medium. Every week we’d reveal one film, the twist was that each film had a “Friendship Potion” hidden within its events. Fans had to watch the film to guess the 3 secret elements behind the strong bond between the girls in every story, and mix these elements in a virtual kitchen to create the potion. When guessed correctly, they had the chance to win an enchanting prize. The ladies were then invited to share with us their own personal experience with their best friends, of which one will be chosen to be scripted and turned into a short film. A friendship film night on TV with dedicated promos launched the digital initiative, strongly supported by radio promos as well as outdoor to catch our target on the move.

Insights, Strategy and the Idea

Vimto Carbonated is a berry mix fizzy drink targeting young Arab women; the campaign’s objective was to activate the “Friends forever” platform among our target audience. It is challenging as other brands often capitalize on friendship, so how do we stand out? Research highlighted the importance of self-expression for women in the region, so we wanted to give them the opportunity to speak up, share content, made by them for them, and yes, it’s all about best friends. We invited young amateur film makers from across the Arab world to share their view on what true friendship is like. After a grueling selection process we ended up with 6 films, 6 talented Arab filmmakers, and an exciting 6 week campaign.