2015 Winners & Shortlists

Results and Effectiveness

Rabea Tea’s unique campaign made tea relevant again among Saudi youth: - Rabea Express (Brains) market share grew +21% in the 6 months following the campaign - Rabea Extra Strong (Muscles) which had just launched grew from practically zero to 12% market share in its segment - The gaming marathon attracted over 100,000 participants during the live stream - During the live stream gaming marathon, Rabea Tea gained over 5,000 organic Twitter followers and generated nearly 46,000 #rabeateamarathon tweets. This resulted in over 31.5 million impressions during the live stream period and 99 million impressions during the campaign.

Creative Execution

We partnered with Zpad, one of the country’s lead online gaming platforms, to host a 12-hour Rabea Tea gaming marathon. Groups of gamers participated from their homes and could see and interact with one another via messenger on their video screens during game play. The marathon was a test of skill, focus, and endurance. Throughout the 12-hour live-stream event, we scheduled frequent tea breaks where players recharged with the Rabea Tea blends that we pre-sent to them when they registered. Spectators logged on during the event to check out who was winning and cheer on their favorite players with encouraging messages on the platform’s messenger. Meanwhile, Rabea Tea’s branding, product placement, and hashtag #rabeateamarathon appeared on-screen throughout the entire 12 hours. We cross-promoted Rabea Tea marathon on Zpad’s YouTube channels to drive viewership to the stream, while influential gamers broadcasted live event coverage, sparking additional conversations about Rabea Tea.

Insights, Strategy and the Idea

Rabea Tea had just launched two new variants targeted primarily to Saudi youth, “Rabea Extra Strong”, and “Rabea Express”. They developed a fun personality based campaign based on categorizing people as either “brains” or “muscles.” We wanted to make this campaign resonate in a non-traditional way. Saudi youth don’t dislike tea. It’s something they’ve grown up with and consume routinely if it is offered or served to them. But with such busy and active lifestyles, taking the time for a traditional tea break isn’t typically at the top of their priority list. They’d rather use any spare time for something more exciting – such as online gaming (one of their favourite pastimes). Knowing tea consumption helps people focus and stimulates physical energy, our strategy was to make Rabea Tea a part of Saudi youths’ online gaming experience. “Rabea Extra Strong” represented “muscle” and “Rabea Express” represented “brains” (focus).