Brand | NIDO |
Product/Service | CHILDREN'S MILK POWDER |
Entrant | PUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES |
Category | Mobile Games |
Entrant Company
|
PUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
|
PUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
|
Media Agency
|
MEC MENA Dubai, UNITED ARAB EMIRATES
|
Media Agency 2
|
THAMPY DIGITAL Dubai, UNITED ARAB EMIRATES
|
Production Company
|
FILM MASTER Dubai, UNITED ARAB EMIRATES
|
Production Company 2
|
FLUID PRODUCTIONS Amman, JORDAN
|
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.
Credits
Alex Brunori |
Publicis ME/Dubai |
Regional Excecutive Creative Director |
Vijay Simon |
Publicis ME/Dubai |
Regional Creative Director |
Dipti Mathur |
Publicis ME/Dubai |
Client Services Director |
Kimi Nath |
Publicis ME/Dubai |
Regional Planning Director |
Racha Raya |
Publicis ME/Dubai |
Associate Account Director |
Heba Kharouf |
Publicis Me/Dubai |
Producer |
Kamel Ajerdi |
Publicis ME/Dubai |
Senior Art Director |
Kamel Zeitouny |
Publicis ME/Dubai |
Senior Arabic Copywriter |
Lyne Daher |
Publicis ME/Dubai |
Senior Account Executive |
Nawal Soueidan |
Publicis ME/Dubai |
Account Executive |
Khaled Shehab |
MEC Dubai |
Business Director |
Anthony Giordano |
MEC Dubai |
Group Account Director |
Fatima Shaikh |
MEC Access |
Director |
Karim Refaat |
MEC Dubai |
Group Account Manager/Social |
Yasmine Saab |
MEC Dubai |
Senior Social Media Executive |
Adil Showkat |
MEC Dubai |
Associate TV Planning Director |
Aamar Kulkarni |
MEC Dubai |
Multiscreen Planning Lead |
Surej Madhavan |
Thampy |
Business Development Director |
Sreejith Aravindan |
Thampy |
Digital Media Director |
Vinod Mezhukil |
Thampy |
Digital Media Manager |
Links
Mobile URL