2015 Winners & Shortlists

SERVING YOU WITH PRIDE SINCE 1955

BrandFRIESLAND CAMPAINA MIDDLE EAST
Product/ServiceRAINBOW EVAPORATED MILK 1955 VINTAGE PACKS
EntrantBEYOND BORDERS Dubai, UNITED ARAB EMIRATES
CategoryUse of merchandising/in-store marketing
Entrant Company BEYOND BORDERS Dubai, UNITED ARAB EMIRATES
Advertising Agency BEYOND BORDERS Dubai, UNITED ARAB EMIRATES

The Brief

The iconic brand Rainbow Evaporated Milk launched in UAE in 1955. Rainbow’s journey has essentially coincided & mirrored the birth & extraordinary growth of UAE. UAE consumers, especially Emiratis have grown up with Rainbow, forming a very loyal core consumer segment. Today, Rainbow is the dominant market leader in its category, with very high brand awareness & loyalty. 2014, Rainbow launched a campaign ‘Serving you with Pride since 1955’. The campaign celebrates the rich heritage, unique to Rainbow. So, how can we bring this deep emotional connect with the brand to life? We can connect with core consumers amplifying the powerful patriotic emotion uniquely entrenched in Rainbow’s roots.

Describe how the promotion developed from concept to implementation

Objectives: •Celebrate the rich heritage of Rainbow with the Consumer/Shopper– serving you with pride since 60 years. •Build the ATL Pride campaign momentum and sell through of ‘special edition’ packs. Solution/Creativity Adopted: Execute a complete 360° “Serving you with Pride since 1955” campaign across UAE, targeting Emiratis by emphasizing the brand’s heritage & role in their lives. •Introduced limited edition 1955 vintage packs to Connect with Emirati Shopper. •Campaign started on UAE National Day- to sync with the patriotic mood of the country. •Complete path to purchase communication across 43 Coop outlets, from entrance to category. •Disruptive in-store displays of 3 Foot can, to dial up shoppers’ interest & recall. •In-store ambassadors, to tell shoppers the Rainbow story.

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

Outcome The campaign delivered overwhelming results on sales & key shopper & consumer parameters. During promotion period,  Sales: 450,000 themed promo packs sold!!  Shopper: 101,525 NEW Facebook Fans  Retailer: Buyers appreciated Rainbow’s effort in building the category by moving from Price to Pride.

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

Rationale behind idea • Market campaign idea; ‘Serving you with Pride, since 1955’ provided an ideal creative route to strengthen Emiratis’ loyalty to the brand. • UAE National Day was the perfect occasion for high emotive cut-through of a communication about Rainbow’s heritage & linked with Emirati pride • Few global brands target Emirati’s in-store with a genuine message, providing a huge opportunity to break the clutter.

Credits

Name Company Role
Hein Raijmakers Friesland Campina Middle East Marketing Director
Muhammad Junaid Sadiq Friesland Campina Middle East Head Of Trade Marketing
Mohamad Kambris Friesland Campina Middle East Sales Director
Maurits Klavert Friesland Campina Middle East Ceo
Reid Barla Friesland Campina Middle East Trade Marketing Manager
Nauman Ehsan Beyond Borders Ceo
Jawad Waheed Beyond Borders Sales And Marketing Head
Aurangzaib Zafar Beyond Borders Creative Content Director
Beyond Borders Production Company
Prashant Madathil Beyond Borders Art Designer
Sonia Mirpuri Beyond Borders Client Servicing