2016 Winners & Shortlists

The Brief

Lurpak Cook’s Range is a companion in the kitchen as cooks passionately explore the world of good food. It is developed to support and inspire cooks on their next kitchen adventure. However, the range was perceived in the market as a high end product and shoppers didn’t relate to it to butter due to the high end (different) shape of the bottles, and the lack of trial & awareness. The objective was to create awareness and drive trial of the range.

Creative Execution

The Vending Machine idea was relevant to the product by achieving its objective to create the opportunity for the user to become aware of the range and to try it. The plan was to have the Machine activated for a period of 12 days in locations with high footfall (Malls, Food exhibitions). In addition, we started communicating the idea online by creating a series of social media posts to encourage the users to use the Hashtag for a chance to win.  Once the user uses the hashtag, the machine will start reading all the submission from Twitter and choose randomly a winner every 10 minutes and sends them a message with a code to notify them that they have won a gift and asking them to come visit the machine in the location to receive it.   Once the user enters the code, the machine randomly dispenses one of the products to the user.   This creates a sense of excitement in the user about this product.

Describe the success of the promotion with both client and consumer including some quantifiable results

1)      High usage of the hashtag #LurpakArabia = 27,057 2)      Buzz about the new range in the form of trials, purchases and awareness displayed in the following numbers: Cooks Range brought to Lurpak incremental MARKET SHARE OF 3% in UAE and 2.5% in KSA in a year's time. For the same period, the awareness for the range hit 45% in UAE and 71% in KSA from only 8% the year before. Trials among people that are aware is 35% in UAE and 46% in KSA. 3)      The vending machine itself associated the Lurpak brand, and the cook’s range in particular with adjectives such as trendy, modern and viral 4)      Out of 726 winners, 600 people visited the vending machine to claim their prize 5)      Previously to rolling out this activation, Lurpak Arabia did not have an active twitter channel, and in the 12 days of the activation, we accrued 1513 followers.

Explain why the method of promotion was most relevant to the product or service

·       Create awareness of Lurpak Cook’s range products through trending the #LurpakArabia hashtag in the UAE & Saudi Arabia ·       Drive trial and generate interest by giving away the product (winning the product) and allowing consumers to test the product for free ·       Generating interest in the product by framing it in a modern and exciting social and digital activation