2014 Winners & Shortlists

The Brief

On May 30, 2013, TUC Arabia launched its official Facebook page and was “liked” by only 135 people. Our strategy was based on a cost-effective digital idea that would increase TUC’s fanbase, engage with the online community, while communicating the “Hunger Strikes Anywhere” platform. There was no limit to the target audience; we wanted our existing customers to know about our page and new customers to interact with us online.

Describe how the promotion developed from concept to implementation

Because TUC is the perfect cracker for in-between-meals hunger pangs, we developed a campaign platform of ‘Hunger Strikes Anywhere’ where unfortunate characters were caught unprepared. Online, our character went by the name of TUCMAN. His role was to promote our Facebook page and reach 10,000 likes. TUCMAN was always hungry, and in the absence of TUC, ate everything in his way leaving the banner ad blank. But thankfully still clickable. TUCMAN led users to the TUC Arabia Facebook page to a competition that satisfied their appetite for prizes.

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

Starting with only 135 likes on June 5th (the day we launched the game), we ended on July 11th with 30,226 likes! Engagement was also impressive, with approximately 1559 likes and 892 comments only about the TUCMAN game! Throughout the five-week campaign, our total posts had 385999 likes and 77699 clicks. Before the campaign, our posts had an average of 40 likes. During our promotion and even months afterwards, the average was 200 likes per post. In just over a month, we successfully promoted the new Facebook page and significantly increased our fanbase and online engagement.

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

From disruptive banners to the Facebook game and the likeable mascot, every part of the execution was relevant to TUC in terms of communication and objectives. What was unique about the flash digital banners was they told stories. The different ways in which TUCMAN’s hunger compelled him to destroy digital banners caught lots of attention. Further, TUCMAN coupled with the Facebook game reinforced “Hunger Strikes Anywhere”. Since we reached people through digital media, it was easier for participants to visit and interact with the Facebook page. The game required minimal effort and the prizes were enticing, which helped increase participation