2014 Winners & Shortlists

The Brief

Food & Beer don’t have a natural link in the MENA region. Most meals are consumed with CSD’s (especially Pepsi), hence, our objective was to increase TOM by shifting consumer behavior in local eateries & snacking occasions- “Ditch your soda for a beer”, and in parallel, bring the Purify your Mind (SAFFI BALAK) concept to life. Since there was no previous structured approach taken towards beer & food, we wanted to be the pioneers in this category.

Describe how the promotion developed from concept to implementation

We identified that Moussy fits best with light meals through a dip stick research, however after the activation progressed, we transitioned to BBQ occasions as it resonates well with our target + Moussy’s personality and built on the platform “Food is not complete without Moussy”. To stay in line with our Purify your mind proposition, we created a campaign that entailed a PRANK VIRAL. Moussy was portrayed as a tool of relief after placing scapegoats in stressful situations. We wanted people to experience a Saffi Balak situation and what better to do that than where they least expect it!

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

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! It resonated well with our target as it allowed them downtime to Purify their minds through entertainment. In 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: twitter, facebook, youtube) Moussy became the highest quality beer amongst its competition & TOM increased 4 points during consumption time after releasing the viral film (source: millward brown mousy brand tracker 2013)

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

The viral captured people in real situations- while they are consuming their meals, humorous tricks were played on those who have not ordered a Moussy with their food. We rigged a restaurant & hilarious gags where performed; the victims were not able to enjoy their meals. We ended the prank with the waiter providing the victim with a Moussy asking him to “Purify his mind”. This was a pure representation of what Moussy stands for, a non-alcoholic beverage that allows you to unwind after any stressful situation.