Quaker Promo, Case study AKBAR KITAB by DDB Dubai

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AKBAR KITAB

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Industry Breakfast Cereals & Flakes
Media Promo & PR, Case study
Market United Arab Emirates
Agency DDB Dubai
Released March 2010

Credits & Description

Category: Best Localised Campaign
Advertiser: PEPSICO
Product/Service: QUAKER OATS
Agency: DDB
Date of First Appearance: Mar 11 2010
Entrant Company: OMD, Dubai, UNITED ARAB EMIRATES
Entry URL: http://www.akbarkitab.com
Manager: Mohammed Mannaa (OMD)
Media placement: TV - Fatafeat, Dubai TV, Fox Movies, Fox Series, Rotana, LBC SAT, MBC 1, 2 & 4, Rotan - 11/03/2010
Media placement: Online - Hawaa World, Maktoob, Emarketing, MBC.net - 31/03/2010
Media placement: Social Media - Facebook - 31/03/2010
Insights, Strategy & the Idea
QUAKER OATS are an exceptionally versatile food- stuff that can be used to prepare a multitude of dishes.
However, in KSA the brand is almost exclusively used to add flavour or texture to soup, during the Holy Month of Ramadan –very functional usage.
Our problem was that whilst QUAKER was top-of-mind during the 30 days of Ramadan (85% of annual sales), the brand rapidly lost relevance and saliency afterwards.
The challenge was to break through this inertia and encourage Saudi women to use QUAKER regularly throughout the year, not just during Ramadan.
Creative Execution
Through research we found that the sales outside of Ramadan were being generated by a group of ‘female food fanatics’ who enjoyed impressing peers with their recipes.
This led us to create the ‘World’s Largest Oats Recipe Book’ – an opportunity for foodies to share their oat recipes and then inspire others.
To promote ‘Akbar Kitab’ (Big Book) and drive recipe up loaders to the site we joined forces with ‘Fatafeat’ – the number one Arabic food network in the Middle-East.
An as incentive we offered Gold to the best recipes uploaded, across a number of categories.
Once the number of recipes increased, we then spread the books content online and ran daily recipe features within Fatafeat shows.
Campaign support was given by TV advertising, email/SMS blasts, social-networks, live cookery shows, educational events, POS and sales promotions.
Results and Effectiveness
872 unique oat recipes were uploaded making Akbar Kitab the largest Oat-based recipe book in the World, 44% higher than targeted.
70,000 unique visitors to the site spent an average of 5 minutes interacting with the content.
Post campaign and half of women now agree Quaker Oats are ‘for everyday consumption, whilst 42% agree the brand is ‘modern and up-to-date’.
Finally, 55,000 cases of Quaker Oats sold during the campaign, five times greater than initial targets.