Brand | MONDELEZ INTERNATIONAL |
Product/Service | TANG |
Entrant | ACME GROUP Cairo, EGYPT |
Category | Event & Field Marketing |
Entrant Company
|
ACME GROUP Cairo, EGYPT
|
Advertising Agency
|
ACME GROUP Cairo, EGYPT
|
Advertising Agency 2
|
LEAD MARKETING SOLUTIONS Cairo, EGYPT
|
The Brief
The brand has been stagnant for a long time lacking innovation and creative advertisements. Tang is supplied to the target without moderate consumption (once a week or less). Therefore, Tang Freeze was introduced with 2 exotic flavors and dual usage (can be drank as a juice or eaten as a popsicle). The client wanted to have a distinctive activation & heavy sampling campaign during the launch of Tang Freeze, to promote the flavor, dual usage concept, as well as excite the TA and engage them with the product
Describe how the promotion developed from concept to implementation
Building on the TA's love for gaming and love for the "do it yourself" insights, we have created a virtually interactive vending machine using kinect gesture technology, where the user would go through 5 stages of choosing the flavor, choosing a cup or a popsicle, pouring the ingredients into the water container, injecting some energy where the user had to jump, dance, or move to shake the container, and then see it freeze infront of them. Their desired product was then released from the bottom opening along with a branded photo titled “I made my own TANG FREEZE”
Describe the success of the promotion with both client and consumer including some quantifiable results
The activation experiential idea has directly hit the campaign’s objectives with high levels of engagement among the primary and shadow targets, with line-ups at each of the touch points visited, interacting with over 4,000 participants in 13 days. Given its success, an additional vending kiosk was built to serve to location at a time during the last 2 touch points
Explain why the method of promotion was most relevant to the product or service
We have used the TA's core insights. The solutions served the idea of gaming / engagement while educating educating the target audience of the 3 easy steps for self-preparation: “Prepare it, Shake it, Freeze it”, emphasizing on the dual usage concept: eat it or drink it, all of which were the client's objectives
Credits
Ethar Elshabrawy |
ACME Group |
General Manager |
Mohamed Bedda |
ACME Group |
Software Architect |
Mahmoud Noshy |
ACME Group |
Software Architect |
Rania Ghalwash |
Lead Marketing Solutions |
Account Supervisor |
Rana Helal |
Lead Marketing Solutions |
Head Of Client Management |
Mohamed Gamal |
Lead Marketing Solutions |
Account Director |
Mahmoud Adel |
ACME Group |
Operations Manager |
Mohamed Zain |
ACME Group |
Technical Executive |
Mostafa Hamza |
ACME Group |
Technical Executive |
Hesham Mamdouh |
ACME Group |
Software Architect |
Haitham Yusuf |
Lead Marketing Solutions |
Account Supervisor |
Ramy Beddah |
Seaharvest Group |
Chief Operating Officer |
Ayman Eljammali |
ACME Group |
Commercial Director |
Mohamed Saada |
Seaharvest Group |
Business Development Director |