2013 Winners & Shortlists

The Brief

Trident is a well established brand in the Egyptian market, it was introduced in the slabs format and it stands for the long lasting flavor. The objective was to introduce the new blister pack for Trident hammering on the long lasting flavor

Describe how the promotion developed from concept to implementation

After checking our target habits and inspirations, we found out that they spend along time online. We created the long lasting game. Timenator was an online game competition, giving 10 participants the opportunity to win a trip to the destination they unlock during their long lasting Journey. The game was to test consumer endurance to press on a bottom during the journey with trident. Every week a participant is announced to win a trip to any of the countries they unlock. The announcing of the winners was mainly driven via digital/ social media whereas the launch of the product has full 360 support (TV, Outdoors, Print, Online).

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

-Exit value share grew to 19% vs. 13% LY -Total brand awareness grew to 51% and spontaneous awareness to 18% -Year on Year NR growth of 60! -Trident Blister has overachieved target by 10% -Fan page grew rapidly from 0-150K in 3 months -Some participants spent up to 46 hours on Timenator game

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

According to research, the trend is now all about digital. Our targets spend a long time online and that was refelcted in the results reached. The expectation was for people to play the game for almost 24 HRS maximum, however we had people in the first week reach around 24 HRS and by the end of the 10 weeks we have reached people playing for almost 46 hours. Added to that, the game became a family thing. we have some families playing together the game to reach the highest amount of hours played.