2016 Winners & Shortlists

Creative Execution

To champion the cause of undernourished children, we tapped into an effective platform: mobile gaming. Our aim was to turn those idle ‘smartphone/ device’ minutes into something useful. The online game had a noble payoff: when the players filled up virtual glasses with milk, NIDO donated real ones to children in need. The mobile game was made available on all smart devices and could even be played on NIDO’s online portal. All game scores converted to pledges were driven to this online hub and then displayed on a real-time counter for everyone to view.

• Our goal was to raise 1 million pledges, equal to 7 million glasses of milk. The campaign successfully collected 1,679,000+ pledges, the highest engagement in NIDO’s 70-year history, with a Cost-per-Acquisition 60% lower than the benchmark. • 14million+ impressions were gained through Owned/Earned media. • Instagram followers grew 200% organically. • Consumers recognized NIDO as “Being a socially responsible brand” (+9pts) and “Specialized in children’s nutritional needs” (+13pts) as we donated 14 million glasses to children in need. • The campaign delivered astounding business results as well: 53.3% Market share (+280bps) across the region. 35% Incremental sales. 96% Purchase consideration. • NIDO’s Top-of-Mind increased by 8%. In August 2015, NIDO began the dispensing of 14 million glasses of milk to 40,000 children across the region.

As a brand that has been the mother’s ally in nurturing a healthy future for her child, NIDO on its 70th anniversary, wanted to champion a meaningful cause. We identified one of the glaring issues facing the region: an alarming number of undernourished children. While we couldn’t fix the problem overnight, as the brand that stands for nurturing a healthier future, we certainly had to start. We knew if these children received 2 glasses of NIDO FortiGrow every day, they would get the nutrition they need. With the Middle East boasting one of the world’s highest rates of smart phone penetration and with time spent on these smart devices even higher during Ramadan, we designed the ‘Million-Glass-Game’, an interactive game that turned game scores into glasses of milk for children in need.