KELLOGG'S: NEW YEAR'S (RE)SOLUTION

Credits:

Advertiser/Client: KELLOGG'S
Product/Service: CORNFLAKES
Advertising Agency, City: OMD , Dubai
Country: UNITED ARAB EMIRATES
Media Agency, City: OMD , Dubai
Country: UNITED ARAB EMIRATES
Advertising Agency, City: OMD , Dubai
Country: UNITED ARAB EMIRATES

Credit Details:
Name Position Company
Christian Fedorczuk Director Omd
Saleh Ghazal Digital Planner Omd
Maya Bou Ajram Manager Omd
Bassam Rizk Executive Planner Omd

Insights, Strategy and the Idea:
Special K wanted to capitalize on the No1 New Year’s resolution among UAE female expats, losing weight, to promote its popular Two-Week Challenge. In early January, the media review and provide advice to make these resolutions a reality so we knew there would be a strong focus on health, weight loss, good eating habits, fitness… Online, these keywords see a spike in January so we decided to link them to the Special K brand in order to drive traffic to the Two-Week Challenge microsite and registrations to the programme.

Creative Execution:
We teamed up with the UAE’s most popular sites targeting female expats to create a new media space in the region. We took keywords/text links to a new level by adding a logo upon rollover or click on the text link. We selected 10 weight-loss related keywords to associate with Special K brand with and had the sites highlight them for four weeks in January. They were double-underlined and highlighted in red to make them stand out. When users rolled the cursor over a highlighted keyword, a small box with the Special K Logo appeared under it, redirecting to the microsite. Various sections, all relating to health, lifestyle and food were used and polls/sponsorships/advertising and email shots completed the operation.

Results and Effectiveness:
The level of affinity and engagement of this operation, delivered to the right people, in the right environment (content) and at the right time, makes these impressions highly effective. The keywords were highlighted over 400,000 times and rolled over 33,000 times (or logo display). The click-through rate to the microsite was 5X higher than the average for a traditional banner, with a conversion rate as high as 15% for registrations to the programme. Besides it being a free element of a broader digital campaign, this execution contributed to associating Special K with a healthier lifestyle at a key time in its target audience’s lives and positioning it firmly in their minds.