Brand | AUJAN INDUSTRIES |
Product/Service | VIMTO CARBONATED |
Entrant | MINDSHARE Dubai , UNITED ARAB EMIRATES |
Category | CONSUMER PRODUCTS |
Media Agency
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MINDSHARE Dubai, UNITED ARAB EMIRATES
|
Entrant Company
|
MINDSHARE Dubai, UNITED ARAB EMIRATES
|
Media Agency 2
|
MINDSHARE Dubai, UNITED ARAB EMIRATES
|
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 friendship bond 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 their own friendship stories 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, where previews of the films were aired as teasers.
To catch our target on the move, radio promos & a friendship segment featuring the filmmakers as well as outdoor were strongly supporting the activation.
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.
Credits
Dima Zaytoun |
Mindshare UAE |
Senior Media Manager |
Halla Alrozouq |
Mindshare UAE |
Digital Media Executive |
Rebecca Akl |
Mindshare UAE |
Digital Media Manager |
Jad Noujeim |
Mindshare UAE |
Media Manager |
Samran Waheed |
Mindshare UAE |
Senior Media Executive |
Richard Fitzegerald |
Mindshare UAE |
Social Media Director |
Charbel Nasr |
Mindshare UAE |
Social Media Manager |
Johnny Khazzoum |
Mindshare UAE |
Client Leadership Director |
Dana Adhami |
Mindshare UAE |
Head Of Digital Uae |