2013 Winners & Shortlists

SHARING THE GOODNESS OF MILK

BrandFRIESLANDCAMPINA
Product/ServiceRAINBOW MILK
EntrantZENITHMEDIA Dubai, UNITED ARAB EMIRATES
CategoryEVENT & FIELD MARKETING
Entrant Company ZENITHMEDIA Dubai, UNITED ARAB EMIRATES
Media Agency ZENITHMEDIA Dubai, UNITED ARAB EMIRATES

The Brief

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 milk, 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’.

Describe how the promotion developed from concept to implementation

A campaign raising awareness of the goodness of milk was launched in collaboration of the Education Zone, The Municipality. A special segment was then created within the morning health segment on a leading TV channel. A highly influential and reputed Ministry of Health speaker hosted the segment. An awareness campaign 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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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 via the facebook gaming application . The campaign generated PR coverage worth USD 40,000.

Explain why the method of promotion was most relevant to the product or service

Health and nutrition is an attractive and appealing subject among families and their priorities are behind providing their kids with the healthiest, successful and happy life they deserve. So in order to stand out we managed to create different experiences for our audience. On Mass media, we were feeding a valid and appealing content, on the other hadn we uplifted the engagement and entertainment levels on social media and through a family event which include a number of elements ranging from live entertainment shows, product sampling, kid’s artistic area and photo wall whereby the participation and engagement levels were tremendous.

Credits

Name Company Role
Sleiman Chamas Zenith Associate Director
Musadique Kazi Zenith Senior Media Executive
Praveen Krishnan Zenith Junior Media Executive
Jamil Daou Performics Digital Executive
Assaf Semaan Performics Digital Supervisor
Yara Hindawi Zenith Social Media Executive
Tamara Hamdan Vivaki Social Media Manager
Kinda Alissa Liquidthread Specialist "sports And Experiential Marketing"
Varun Kapur Liquidthread Specialist "sports And Experiential Marketing"