2014 Winners & Shortlists

The Campaign

Given the dramatic restrictions in the Kingdom, TV as a medium is censored- Controversial topics cannot be aired & female/male interaction cannot occur; hence, Youtube has become the liberal alternative. Saudi’s today are reverting to social media for entertainment, education & expression. There are 285m Views per day on YouTube in MENA & KSA ranks #1 in the World in terms of Views/Capita/Day (source: Youtube). KSA has the highest viewership on YouTube globally & is considered to be in the top 3 playbacks in the world (source: Youtube). The popularity of YouTube is mainly attributed to the way the website offers a variety of videos from all over the world, but more importantly, it provides users a voice to discuss taboo topics like politics & social matters. The young segment have gone as far as creating their own Youtube channels to discuss controversial matters like woman driving, the general law & social issues. Brands today are not just looking to release ads, they’re looking to start conversations with consumers & this is what Moussy was seeking. What better way to do so than through social media platforms where consumer’s opinions are heard and their freedom is limitless.

Results

Context/Brief Food & Beer don’t have a natural link in the MENA region. Most meals are consumed with CSD’s (especially Pepsi), hence, our brief was to shift consumer behavior in local eateries & snacking occasions- “Ditch your soda for a beer”, in parallel, bring the Purify your Mind (SAFFI BALAK) concept to life. - Target 25-35 year old males (entering the transitional phase to adult-hood) who crave a sense of belonging within their social gatherings. - Objective Increase TOM along with the brand’s equity statement by linking “good times with friends and family” and Saffi Balak with Moussy. In addition, to transform consumer behavior– Ditch your soda for a Moussy. - Strategy / Relevance We initially identified that Moussy fits best with light meals after performing a dip stick research, however, after the activation progressed, we placed the focus on BBQ occasions as it resonates well with our target + Moussy’s (fun & social) personality; and we continued building on the platform “Food is not complete without Moussy”. To stay in line with our Saffi Balak proposition, we created a campaign that entailed a PRANK VIRAL. Moussy was portrayed as a means of relief to take these scenarios in a light hearted manner. - Production / Innovation The viral captured people in real situations- while they are consuming their meals, tricks were played on those who have not ordered a Moussy with their food. We rigged a restaurant and installed hidden cameras in unsuspected areas. Hilarious gags were performed & victims were not able to enjoy their meal; from a moving pizza, to a magnetic spoon in a bowl of soup to excessive steam being emitted from the dumplings. The prank ended with the waiter approaching the victim & providing him with a Moussy asking him to Purify his mind.

Even with the most stressful situations you can encounter throughout the day, Moussy helps Purify Your Mind (Saffi Balak) & puts you in an uplifting state where you are able to deal with life’s hectic phases. Because our audience are young adults juggling between responsibilities and down time, they need a tool to help them unwind. Our viral was successful because it allowed consumers to break away from their hectic fast paced life and enjoy humorous pranks being played on scapegoats experiencing a true ‘Purify Your Mind’ (Saffi Balak) situation, which in return, allowed them to unwind as well!

Consumer: We were a huge hit on day 1 with over 1 million views on both Youtube & Facebook. It was effective because it introduced a new concept to the region, pranking in the most innovative forms! Our viral resonated well with our target as it mirrored how much they are craving some downtime to Purify their minds through humorous entertainment. Moussy has had a successful Journey evident by the results. In a span of 4 months we received: Twitter: 1.8 Million impressions, 361 Tweets, 338 re-tweets Youtube: 1,928,832 views Facebook: 1,713,664 views, 10,463 LIKES, 1,693 Shares, 234 comments (Source: facebook, twitter, youtube) Client: Moussy was considered to be the highest quality beer amongst its competition. TOM escalated by 4 points (source: millward brown mousy brand tracker 2013) during consumption time after releasing the Viral film with high interest from young consumers.