2018 Winners & Shortlists

The Campaign

Against a backdrop of growing socio-political uncertainty and gloom in Saudi Arabia, there was a distinct desire from our audience for light in the darkness. We used one of Vimto’s Ramadan brand elements – our red rope lights - and utilized them to bring a sense of togetherness, positivity and optimism throughout the Holy Month of Ramadan. The rope lights formed the basis of a custom Snapchat geo-filter and lens, which was accompanied with the Vimto soundtrack. These became one of the most successful geo-filters in the region. We also created the regions first bespoke Snapchat content. The Snap ads were 10 seconds of familiar domestic scenes, set around the “magic hour” of Iftar. We took everyday objects like, swings, trampolines, hula hoops, basketball hoops and remote control cars and wrapped them with our Vimto rope lights, transforming them into shining icons of happiness and togetherness.

Creative Execution

There are three components where we brought the campaign idea to life on Snapchat: 1. Snap Ads 2. Geo filter 3. Lens The idea of bringing light into the Vimto target’s life was achieved in diverse ways relevant to each one of these offerings on the platform as well as how consumers usually consume the content there or use this feature. Snap Ads: Video content on Snapchat is usually raw and authentic. We chose not to replicate the TV or other social media content for Snap ads and instead created the first ever in the region bespoke Snapchat content by a brand that emulates the video consumption behavior of the target audience on Snapchat: Raw and Authentic. Vimto create a seemingly raw footage of people who look like average family members unposed and authentic, decorating their environment with Vimto’s rope lights or just enjoying the festivity and positivity of these Ramadan rope lights in their surroundings. Vimto created and

The must win for Vimto was creating association with the brand and the consumer’s social media platform of choice – one that they deeply interact with and spend considerable amount of time on and although the specific behavioral engagement objectives on the platform were highly ambitious, the results exceeded those ambitious results. Objective 1: Engagement with the geofilter: Double the benchmark in Saudi Arabia (15 million impressions) and achieve 40 million impressions. Result: Achieved 80 million impressions. This is way above Snapchat average in KSA and is one of the most successful filters seen in the region and Europe coming close to some of the numbers seen in the US market where the daily reach is 60M. The filter was used by 951,502 user's (sent a snap with the filter applied) and the use rate was over 10%. The global average for use rate is around 2-3%. The total shared was one of the highest

The Snapchat geo-filter and lens were designed to engage our youthful target audience with a simple and entertaining way to send Ramadan greetings. The easy to use, fun filter encouraged people to send warm messages of togetherness, with a touch of light entertainment.

With Snapchat’s penetration lying heavily with the Saudis aged below 30, as well as Riyadh and Jeddah coming at no.1 and no.3 globally in terms of active daily users, achieving deep engagement with this SnapChat audience was crucial for our communication strategy, as well as creating a perception of the brand being “of the now” and up-to-date with popular trends and caters to them. It is a perfect marriage between the numbers of the media portal and the core target audience of the brand. The specific behavioral engagement objectives that were set for the activation are as follows: 1. Engagement with the geofilter: Double the benchmark in Saudi Arabia (15 million impressions) and achieve 40 million impressions. 2. Engagement with the lens: Beat the average global play time of 15 seconds by at least 50% more. 3. Share-ability of the lens: Beat the average share-ability of a lens in the region that currently lie between 2-3 shares