2013 Winners & Shortlists

Results and Effectiveness

Despite our efforts to warn them against danger, people were happy to dive in and risk everything to get their cans of Aloha Tuna. While we were pleased to report no human loss, the tuna was not so fortunate. Thousands of cans have been netted, raising the sales by 19% and a further 26% over subsequent months.

Creative Execution

We created an original activation campaign, built on the thought that Aloha Tuna as one of the freshest tasting tinned tuna. Therefore, would attract more than the public’s attention, in particular tuna’s biggest predator; sharks. We set up the scene inside the mall and the hypermarket, warning the public of the imminent danger. Shark-warning signs were placed everywhere in the aisles and on the floor, and our product was placed safely in shark-proof cages adapted to the shelves. Even the trolleys were made shark-proof. Inside the mall, sampling was done by a diver, protected by his shark-proof cage. We then released flying remote-controlled sharks. These sharks wanted their tuna back and hunted anyone who netted our tuna, up aisles, in lifts, and even to their car, attracting much attention.

Insights, Strategy and the Idea

Tuna is extremely popular in Saudi and the market was already saturated. In order to tempt the tuna lovers appetite, we needed to freshen-up our image. Our unique insight was based on the product’s promise of incredible freshness. Since Aloha Tuna is so fresh, it would attract its 2 biggest predators. Man and sharks. The idea was bringing to life the product’s promise in an engaging way. The use of remote-controlled sharks, reinforced the idea of freshness. The tuna was so tasty that they followed it straight from the ocean to the mall and hypermarket. They wanted it back. Chasing consumers with Aloha, up the aisles, in lifts and to the car, only emphasized this fact. Creating a whole diving and shark environment in a mall/ hypermarket made it easy for people to relate with the brand as Jeddah is next to the Red Sea.