2019 Winners & Shortlists

A DATA-DRIVEN APPROACH

BrandZESPRI KIWI FRUIT
Product/ServiceKIWI
EntrantBPN Dubai, UNITED ARAB EMIRATES
CategoryFast Moving Consumer Goods
Idea Creation BPN Dubai, UNITED ARAB EMIRATES
Media Placement BPN Dubai, UNITED ARAB EMIRATES
Production BPN Dubai, UNITED ARAB EMIRATES

Background.

When was the last time you saw an ad campaign promoting the benefits of fruit? The majority of people know and appreciate the health benefits of fruit and the health benefits of Kiwi fruit for that matter. So what else could we possibly tell them about the benefits of Zespri Kiwifruit, that they don’t already know? That was the challenge thrown at us by Zespri, the New Zealand Kiwi brand that is amongst the largest producer of Kiwi fruit in the world. Zespri already enjoys a leading market share in the region and they wanted us to increase the consumption frequency and incite an audience ranging from 22-55 years to buy more Zespri Kiwifruit.

Describe the creative idea.

It is a common fact that Kiwi is rich in Vitamin C. We dug deeper into the benefits of kiwi, hoping to get more inspiration. We discovered a world of benefits that were not popularly associated with Kiwifruit: 1) Post work-out super-food 2) Aids better sleep 3) Great for skincare 4) Cake garnishing The above gave us the idea to match the above 4 benefits with 4 different audience segments thus creating additional reasons to increase frequency of consumption. Suddenly we discovered that insomniacs are one segment to target, gym rats are another, people looking for eternal youth, another, and so on.

Describe the strategy.

We used Google Search to co-relate the 4 benefits to commonly searched areas of interest and we identified the following new consumption occasions: 1) Health 2) Sport & Fitness 3) Cosmetics 4) Cooking We used Google Search to analyze search behaviors around the above keywords and matched audiences with the corresponding benefit. What we found was an incredible opportunity - almost 200,000 relevant searches were taking place in the UAE, by users who didn't know that the answer to their question is simply in Zespri Kiwifruit. So when an audience searched for a “sleeping remedy”, “soft skin” or “glowing skin”, “birthday cake decoration”, we targeted them with the relevant Zespri ad that communicated the relevant benefit.

Describe the execution.

Our campaign was rolled out across Digital - Search and Programmatic Data helped us understand what users were searching for, and our creative message laid down the fact: “Zespri Kiwifruit is the right remedy for your need”. We tailored our creative messages with relevance to the users’ keyword searches and matched them to the benefit offered by Zespri Kiwifruit. We created 4 different ads, each communicating a different benefit.

List the results.

The campaign reached more than 27M people in the GCC, 10% of whom engaged with all the ads. 250% higher than the industry average. And who said fruit advertising cannot generate interest? The results of this campaign proves, once again, that a good creative idea based on data can turn heads!

Credits

Name Company Role
Yvette Madi BPN Head Of Digital
Claudine Ghanem BPN Business Director
Mohamed Toukhy BPN Senior Art Director
Devrita Kriplani BPN Senior English Copywriter
Antonio Boulos BPN Vice President
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