2013 Winners & Shortlists

The Brief

The objective of the campaign was to re-launch Aloha Tuna in Saudi Arabia, where the tinned tuna market is already very mature. As such, we were primarily targeting new consumers, to encourage trial of the Aloha brand. However, we needed to create awareness amongst current consumers, of the new packaging that was being introduced.

Describe how the promotion developed from concept to implementation

We created an original activation campaign, built on the thought that Aloha Tuna was one of the freshest tasting tinned tuna. Therefore, it would attract the attention of its biggest predator; sharks. We set up the scene inside the hypermarket: Shark-warning signs were placed everywhere, 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, from his shark-proof cage. We then released flying remote-controlled sharks that hunted anyone who netted our tuna, up aisles and to the car park, attracting much attention.

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

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 are 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.

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

The idea was bringing to life the product’s promise in an engaging way. The use of sharks, tuna’s biggest predator, reinforced the idea of freshness. The tuna was so tasty that they followed it straight from the ocean to the hypermarket. They wanted it back. Chasing consumers with Aloha, up the aisles, in lifts and to the car, only emphasized this fact. Moreover, Jeddah is right next to the Red Sea, famous for diving. Creating a whole diving and shark environment in a hypermarket made it easy for people to relate with the brand.