2016 Winners & Shortlists

The Brief

Nada Dairy was launching a new flavor, Pineapple Orange, on the market and wanted to create as much buzz as possible around it. In a market that is saturated with FMCG products, it is always difficult to find exciting ways to present them. The client wanted to appeal to millenials with this campaign, so we decided to take the communication to them directly through social media. By using Instagram's platform and manipulating it in a unique way, we wanted to attract the target's attention by giving them a way to interact and engage with the brand in an unexpected way.

Creative Execution

Since we were mostly targeting millenials, the unique idea of using Instagram's platform as a game was a refreshing way to penetrate and manipulate a medium that most have become accustomed to. Our plan was to launch the Instagram activation through the brand's own Instagram page, which has over 50,000 followers. We then asked the users to upload their solutions of the final visual with a hashtag, allowing us to gauge interaction and pinpoint the level of our campaign's success. The campaign ran according to plan, however it is still played today since it continues to be functional.

Describe the success of the promotion with both client and consumer including some quantifiable results

The unique use of a social media platform heightened awareness of the brand itself, but also ultimately created the needed buzz around the flavor's launch. We asked users to screenshot and upload their arrival to the solved account, using the hashtag we provided. This allowed us to gauge the interaction with the activation. As a result, hundreds of users uploaded their “solutions”, and several hundreds more followed the accounts, liking the singular photos along the way. In terms of awareness for the new flavor, it was evident in questions being raised on Instagram and the brand’s other social media platforms – requesting info on the flavor and its launch.

Explain why the method of promotion was most relevant to the product or service

The Nada Slide Puzzle was created to directly engage with buyers and inform them in an exciting new way of the new flavor now available from the brand. By presenting users with a playful way of spending time with the brand, we were able to both announce the new flavor as well as build a deeper connection between the customer and the client.