2016 Winners & Shortlists

Creative Execution

We teamed up with Alaa Wardi to release a teaser video where he asked from his followers to upload any sound and #bettertogether. Once we generated the hype, and received over 1500 entries, Alaa wardi collected these videos and merged them in harmony to create The Reeses Song from user generated sounds. After the revealer, to maintain momentum, we continued our partnership with Telfaz group where we partnered up with one of Telfaz’s most powerful show “ La Yekthar ” in a creative branded content sketch discussing the work of Alaa Wardi and the Reeses Song.

In regards to Sales Figures; sales in Jan Nov 2015 increased by 25.3% and market share went up from 0.7% to 1% (increase of 43%) in Saudi Supermarkets versus Jan Nov 2014! Total brand awareness increase of 25% (from 55% to 69%) Reeses Digital unaided awareness from digital campaign influence increased 50% (from 11% April 15 to 22% in dec 15)

Saudi Youth are very active online and socially engaged; they crave the spotlight and love to share their experiences online with friends and family. 65% of the target upload photos online (source: Wave8). Our strategy was to be the brand that provides relevant engaging content for our consumers, and to produce types of content that will achieve our objectives. We worked with Google to find out that comedy & music are the most popular genres of video content on YouTube within our target in KSA. We partnered with Telfaz the production house of most popular YouTube Saudi shows and selected Alaa Wardi as being the perfect fit for Reese’s brand personality - creative, energetic, sarcastic humor – similar to our brand voice. We came up with the perfect combination of music & comedy to mirror the perfect combination of chocolate & peanut better to produce #BetterTogether song.