2019 Winners & Shortlists

CHEER FROM THE HEART

BrandALSHAYA GROUP
Product/ServiceALSHAYA DINING DELIVERY SERVICE
EntrantBPG KUWAIT Kuwait City, KUWAIT
CategoryUse of Talent
Idea Creation BPG KUWAIT Kuwait City, KUWAIT
Production AHMED HASHEM SAYED SULAIMAN Kuwait City, KUWAIT

Why is this work relevant for Entertainment?

How do you ensure your audience doesn't skip your commercial? By not making it seem like a commercial. We commissioned Sayood, a Kuwaiti comedian, to create a series of his trademark cartoons in time for the 2018 FIFA World Cup, to promote Alshaya Group's Food Delivery service. Sayood's videos were an instant hit with local fans, with many not realising the films were promotional until the very end. By collaborating with locally-relevant talent to create entertaining branded content, we managed to far exceed the client's business goals.

Background.

With millions of excited fans watching the 2018 World Cup in Kuwait, the tournament was an unmissable opportunity for the Alshaya Group. Alshaya needed a way to promote its food delivery service for its portfolio of international restaurant brands. With multiple brands offering a confusing variety of promotional deals, Alshaya required a communication solution that was cohesive and effective, and targeted <10% increase in delivery orders. We knew the market would be saturated with World Cup Cup-themed delivery promotions, and needed a way to stand out in the crowd, on a modest budget.

Describe the creative idea.

To make an impact, we set out to entertain our audience, through branded content that was relevant to them and the occasion. We collaborated with Sayood, a popular Kuwaiti comedian, whose rapid-fire, animated videos are a funny and insightful take on local society and are an online sensation in Kuwait. We commissioned Sayood to create a series of cartoons that took a humorous look at how football fans in Kuwait cheered on their teams. Kuwait is a melting pot of cultures and nationalities, with every community supporting a different national team at the World Cup, along with different football fan traditions. We wanted the videos to show that, not matter who you support, Alshaya’s delivery deals were perfect for watching the matches at home.

Describe the strategy

On social media, videos received far more engagement that other posts, but sponsored content was rarely watched all the way through. To overcome this, we eschewed hard-sell commercials and focused on the type of entertainment that young Kuwaitis were already watching online. Sayood's videos were created to follow his trademark style, with the delivery service being introduced organically at the end, to keep fans engaged all the way through.

Describe the execution

The campaign launched at the start of the 2018 FIFA World Cup, and ran for the duration fo the tournament. We focused the campaign on engaging video content, that was then deployed online and in cinemas. Multiple edits were created for social media along with an extended cinema version. To maximize exposure, the videos were not only sponsored content online, but were posted by seven of Alshaya's restaurant brands, reaching an even wider audience.

Describe the outcome

The campaign saw instant results. The videos garnered a total of over 318,000 views and shares online, and social media sentiment was overwhelmingly positive. That translated into a 114% increase in Alshaya delivery orders, compared to the same period in 2017. This exceed the client's business target by 86%. The campaign's budget generated a return of over 165% in additional sales, creating a big win for Alshaya's Food Division during the World Cup.

Credits

Name Company Role
Aaron Arthur BPG Kuwait Creative Director
Noureddin Awad BPG Kuwait Senior Copywriter
Reem Nadar BPG Kuwait Junior Art Director
Nour Al Saleh BPG Kuwait Senior Graphic Designer
Ahmad Sayed Ali Sayood Scriptwriter
Jimmy Fernandez BPG Kuwait Account Director
Links
Video URL