PATIENCE IS ALWAYS FRUITFUL
Brand | LAMAR |
Product/Service | LAMAR MILK |
Entrant | KAIRO Cairo, EGYPT |
Category | Competitions & Promotional Games |
Idea Creation
|
KAIRO Cairo, EGYPT
|
Production
|
KAIRO Cairo, EGYPT
|
Post Production
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GEMINI STUDIO Cairo, EGYPT
|
Why is this work relevant for Brand Experience & Activation?
Lamar, the premium milk and juice brand is launching its yearly juice and flavored milk promotion. To get kids and the young at heart to engage with and understand a somewhat complicated promotion, there was no better touch-point than mobile and no better medium than gaming.
Background
For every Milk cap you exchange you will receive a pack of Lamar nectar juice. Exchange two caps, and get a flavored milk pack or a 100 % natural juice. If you have three caps you can win three nectar juice packs, or one nectar juice pack and one flavored milk, or maybe one 100% natural juice and one nectar juice. Basically, the more caps, the more possibilities and options. With such a confusing offer, we had to come up with a smart way to make explaining it both engaging and entertaining for the promotion's young target.
Describe the creative idea (20% of vote)
Instead of focusing on the mechanics of the promotion, we told the story of Youssef, the young boy eager to win a pack of mango juice, but must be patient and wait until the milk carton is empty. We created a simple web game: Help Youssef pour milk for his eagerly awaiting family members before they get angry. Your goal is to empty as many milk cartons as possible to win the flavored milk or juice. We didn’t stop there. We brought the game to life in an animated song telling the story of Youssef.
Describe the strategy (20% of vote)
We had to appeal to the young, the main consumer of flavored milks and juices. With a promotion whose mechanics are complicated, we wanted to reach them on relevant touch-points and in a manner that gets them to understand, care, and engage with the promotion. There was no better medium to do so than gaming. A simple, but fun and entertaining game, the purpose of which is to empty the milk cartons and collect as many caps as possible was the perfect way to get young consumers to care and engage with the promotion.
Describe the execution (30% of vote)
Your goal is to empty as many milk cartons as possible, as quickly as possible. As Youssef’s family members eagerly await their milk, your have to fill up their glasses before they get angry and their faces turn red. But in the process you face obstacles like sandals on the floor, the living room couch, a joystick or some toilet paper roll. Users need to maneuver Youssef quickly around these obstacles, and pour as much milk as possible to win as many prizes as possible. At the end of the game you will learn the number of juice and flavored milk packs you won that amount to the number of milk cartons you finished. As more and more people engaged with the game we decided to bring the game to life. We created an animated song telling the story of Youssef and his quest for the empty milk carton.
List the results (30% of vote)
People loved it!
12,302 In-Game milk cartons emptied
Over 130K Juice and flavored milk packs redeemed
More than 16M views on social media with total engagement of over 8M
But most importantly, growth in sales by 15%
Credits
Hesham Ellabban |
KAIRO |
Writing, Creative Direction |
Mohamed Bary |
KAIRO |
Writing, Creative Direction |
Reem Ahmed |
KAIRO |
Graphic design and illustration |
Mahmoud Dogheim |
KAIRO |
Strategic Planning |
Sameeh Selim |
KAIRO |
Strategic Planning |
Nadine Maged |
KAIRO |
Account management and strategy |
Ahmed Adel |
KAIRO |
Game Development |
Ammar Abo Shady |
Freelancer |
Executive Producer |
Amir Hedaya |
Freelancer |
Music Composition |
Links
Website URL