2017 Winners & Shortlists

The Campaign

LVQR as a brand is all about family togetherness, but in today's fast-paced world families spend less & less time together. Reflecting upon the typical behaviour of a modern family made us realise that there are a few occasions throughout the year where families come together - the new season of their favourite reality TV show such as Arabs Got Talent, Arab Idol. To become part of that family time & to regain relevance in today’s families, we found perfect partnership through the show- 'The Voice Kids' involving a multi-touchpoint strategy to reflect on today’s media consumption habits. A highly rated show globally launching for the first time in the Middle East. It was a marriage made in heaven, a perfect match between the brand's value & the program’s philosophy delivering high affinity for our consumer– the LVQR family. In addition, it helped position the brand as Progressive & Modern.

Creative Execution

Our campaign started with using the licensing rights of The Voice kids to communicate inside the Stores, create engagement and talk with the customer at the point of sale - POS branding & On Pack promotion. We got prime position TV commercials in the Voice kids live episodes which capture the highest ratings on TV during that period (up to 29 rating points) including TV spots, break-ins & opening credits. We had branded content inside the show including product consumption of the new snacking innovation- Dip & Crunch. We created an LVQR room where children can have fun while waiting to go on stage. Winning contestants also did a victory dance along a hallway branded by LVQR. A special recording of the brand’s famous anthem was done by The voice kids finalists in their first ever studio experience including branded headphones and brand mention.

Keeping in mind that this was the first year for the platform, it was a big risk. However, the results were staggering. Not only was the show a complete success, we also over-achieved all our objectives. Amazing ROI! Received total benefits 11x higher than the gross media value paid for the partnership. We reversed the trend and for the 1st time in many years, LVQRs total brand MS in KSA grew by 38.7% compared to last year’s figures along with: •38.7% growth in market share between Feb 2015 and Feb 2016 •LVQR Triangular portions grew by 41.3% •Dip & Crunch sales volumes grew 5 times across the GCC •We managed to grow the snacking category in KSA by 100%!! •Brand retention of LVQR was higher than any of the other sponsors on The Voice Kids, and, we had the highest ad awareness figures we’d seen in 3 years.

Grabbing consumer attention is becoming more & more challenging with the increasing TV clutter. La Vache Qui Rit(LVQR) not only had to stand out from this clutter but also rescue their declining market share in a sinking product category of Triangular Cheese Portions(TP). Through a strategic & well-executed partnership with ‘The Voice Kids’ LVQR not only grew market share but also revived their heritage of family togetherness. Our integrated sponsorship approach delivered 11x higher worth of gross media value than paid for the partnership. For the first time in 7 years, LVQR Market Share(MS) figures showed positive growth.

Insights, Strategy and the Idea

Research shows that TV is still the most influential media channel for the F&B industry while digital is catching up. We knew that our activation needed to begin at TV & branch out to digital giving our consumers a complete 360 experience. With this in mind & in line with the program theme, we came up with an activation called– ‘Sing Out Loud’ (SOL). It was a competition hosted on the MBC & LVQR website together running in parallel to ‘the voice kids’ show asking viewers to share a video of their family singing. All consumers had to do is share this video to win an all-expense paid trip to watch The Voice Kids finale. We also created exciting image & video content showing different types of families participating in the competition & enjoying a good time together (LVQR facilitating family time) for TV, Facebook, YouTube & Programmatic Media.