2016 Winners & Shortlists

Brief Explanation

For the past 3 years, Trident gum has been positioned as a dynamic and spirited brand triggering unexpected adventures. It was time for a shift to a more realistic yet equally exhilarating platform: “Refreshing fun”. We planned a massive campaign to ensure the successful new positioning by sponsoring the renowned Holi Festival of Colours. This is an event that mostly attracts millennials interested in a refreshing scene, serving as the ultimate platform to instill our presence. We needed to build awareness prior to the actual day to recruit people and establish our revamped positioning.

Results and Effectiveness

• The event attracted 12,000 attendees of which 2,800 were recruited from Trident's digital campaign • The interactive game was the first of its kind in the Levant reaching 80% of the network’s reach. • Registered 3,700 plays showing 35% engagement vs. average of 20% • Acquired 100% more time spent on the Trident playlist vs. any other list on Anghami. • User engagement on Anghami translated to an 18% conversion rate vs. average of 5%.

Creative Execution

We developed a compelling interactive game on mobile banners designed to disrupt those on their phones for a few seconds to “Refresh the Fun”. Upon completion of the game, which was in sync with the theme of the event, users submit their contact information for a chance to win 2 tickets to the festival of colours. In parallel, we sponsored a summer playlist on Anghami to liaise the brand with a relevant platform, blasting audio ads asking users if they would like to attend the biggest event of the year with .

Insights, Strategy and the Idea

Trident's core target audience ranges between MF 18 - 25 as this age bracket is the most relevant to our communication platform given our audiences' constant need of a refresher from their daily routine, be it studying/working, exercising, or partying. After analyzing their internet consumption habits, we saw that 60% of content is consumed on mobile, and millennials spend significant time on music platforms. we collaborated with the region’s pioneering music app, Anghami, and a leading mobile network to recruit people to the event. People that engaged with our ads entered a draw to win two tickets to the event.