2018 Winners & Shortlists

RANI SUPER ORANGE

Client/BrandAUJAN COCA-COLA
Product/ServiceFMCG - BEVERAGES
EntrantUM MENA Dubai, UNITED ARAB EMIRATES
Type of EntryChannels
CategoryUse of Print
Idea Creation UM MENA Dubai, UNITED ARAB EMIRATES
Media Placement UM MENA Dubai, UNITED ARAB EMIRATES

The Campaign

Rani cemented it’s alignment with comic super heroes in 2017 as the title sponsor of Comic Con events across the region; 33,000+ people attended the first ever Saudi Comic Con in Jeddah and a further 65,000+ attended Dubai Comic Con. Teens love comic super heroes. However, these events are occasional. To alleviate daily boredom teens repeatedly turn to social media, in particular Snapchat. Per capita, more Snapchat stories are created in KSA daily than any other country on the planet. More than 3.5 billion snaps are created and over 10 billion videos are viewed on Snapchat every day. Combining these insights gave us the perfect platform to create a mass on ground activation in Saudi Arabia. An activation that gamified the platform and allowed teens to discover the story of our Orange super hero while at the same time delivering fun for teens to eliminate their moments of boredom

Creative Execution

To bring the idea to life we had to create the comic book, 14 pages that told Super Orange’s story, from his origin to his crazy adventures. To gamify the experience an online hub was developed tracking their progress, showcasing which pages they had collected and which were still missing. Different colour Snapcodes were created and each page was allocated a colour. To unlock each of the pages, simply scan the different codes using the Snapchat app. 7,000 coloured Snapcodes were printed and scattered around 1,900 locations across the 3 cities, from in mall mupis and parking lots to guerilla locations like Rani’s delivery trucks, park benches and universities. Rani’s Instagram page became a cheat sheet for clues, how to’s and even the Snapcodes themselves. Lastly, we teamed up with top influencers, the Saudi Reporters, to leak more clues and codes and even wrote them into the comic book story.

During the 3 month period of the campaign all brand metric exceeded expectation. • Increased total awareness with Saudi teens to 90%. • Daily trial grew by 43% With over 2,000 teens participating in the on ground activation, engagement with the product and on our social pages saw a huge uplift. • Teens spent in excess of 5 minutes at our shelves. • The experience created 8,000+ active engagements with our codes over the 3 week activation period. • 190,000 hits to the online hub were achieved. • Rani’s Instagram followers grew by 12% during the activation. • A huge engagement rate of 28% on Instagram, far beyond the industry bench mark. • Over 300 teens successfully collected all 14 pages of the comic book in the time period.

Teens in Saudi Arabia are always on the lookout for new ways to ward off their boredom and keep themselves entertained. Using specific insights and an understanding of teens unique behavior across social platforms, Rani created a multi touchpoint campaign combining relevant content, traditional media, their consumption of social media and on ground activation to target teens in the most engaging and entertaining way possible. Using existing Snapchat technology and their established platform we utilized Snapcodes in a way that no brand had before in the ME.

Insights, Strategy and the Idea

Having had little communication with teens in the past year, it was important for Rani to have a meaningful reconnection which would position itself as the fun brand for teens in the region once again. Using specific insights on current teenage behavior, interests and media consumption, the idea was to create a multi touchpoint campaign combining relevant content, traditional media, social media platforms and on ground activation to target teens in the most engaging and entertaining way possible. We used their love/passion of Snapchat & Comic Con to create a national treasure hunt across 3 major cities in KSA, Jeddah, Riyadh and Dammam, encouraging teens to collect different pieces of super hero content which when pieced together would result in a comic book story. The collection of all the 14 pages of the comic book would uncover the origin story of our Orange hero and a chance to win prizes.

Credits

Name Company Position
Steve Sargent UM MENA Media Director
Rawan Khbeis UM MENA Associate Media Director
Farah Shaer UM MENA Content Manager
Nayan Joshi UM MENA Digital Manager
Hazem El Ghousin UM MENA Senior Social Executive
Rasha Rteil UM MENA Head of Innovation
Rodrigo Mavu UM MENA Creative Director
Links
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