2016 Winners & Shortlists

Brief Explanation

We wanted to shift the brand communication and behavior to portray a refreshing vibe, the brand manifesto was: The Refreshing Habit. We planned a massive campaign to ensure the successful new positioning by sponsoring the renowned Holi Festival of Colours. knowing that we are talking to millennials, digital was a key medium to be present on, specifically mobile since research showed that 60% of millennials consume content through mobile and 42% of their time is allocated on music platforms.We needed a popular music app to ensure high reach and benefit from its subscriber insights to ensure accurate targeting and messaging.

Results and Effectiveness

• The interactive game was the first of its kind in the Levant reaching 80% of the network’s reach. • Registered 3,700 game plays showing 35% engagement vs. average of 20% • Acquired 100% more time spent on the tailored Trident playlist vs. any other list on Anghami. • 2,800 affirmed attendance to the event via Anghami, translating to an 18% conversion rate vs average of 5% • The audience data captured from Anghami was used in a random draw to reward 16 free tickets to the FOC and was our first milestone towards creating our first party data.

Creative Execution

We developed a compelling interactive game designed to disrupt those using their mobiles for a few seconds to “Refresh the Fun”. Upon completion of the game, which was in sync with the theme of the sponsored event, enter a draw to win 2 tickets. In parallel, we had native ads embedded on Anghami's most popular playlists. Moreover, we sponsored a summer playlist to sync the brand with content that appeals to millennials, and blasted audio ads inviting users to attend the event. We adopted a native solution to gathering data of receptive users by extracting their information from pre-filled forms.

Insights, Strategy and the Idea

Trident's target audience ranges between MF 18 - 25, identified to be the most receptive to its communication platform. We collaborated with the region’s pioneering music app, Anghami, which has high penetration among millennials, along with a leading mobile network, Adfalcon. Both mediums have a thorough database enabling flexible parameters for targeting. On Anghami, we assessed the most listened to playlists and the time that showed highest engagement from our target audience to accordingly position our ads. As for Adfalcon, we restricted our presence to entertainment apps mostly accessed by our target audience to ensure relevancy.