How To Eat A Zespri Blue Barracuda Dubai para Zespri

Archivo de publicidades » Case study » Zespri » How To Eat A Zespri

How To Eat A Zespri

Añadir a la colección
Añadir una nota
Sector Alimentos salados
Media Case study
Mercado Emiratos Árabes Unidos
Agencia Blue Barracuda Dubai
Agencia de production Montage TV Productions
Publicado septiembre 2016

Premios

Dubai Lynx 2017
Branded Content & Entertainment Entertainment: Use of Digital & Social Bronze

Creditos y descripciones

Media: Case Film
Client: Zespri Kiwifruit
Product: Zespri Green & Sungold Kiwis
Agency: Blue Barracuda Dubai, United Arab Emirates
Entrant: Blue Barracuda Dubai, United Arab Emirates
Product/Service: Zespri Green & Sungold Kiwis
Idea Creation: Blue Barracuda Dubai, United Arab Emirates
Production: Montage Productions Dubai, United Arab Emirates
General Manager: Philip Adrien (Blue Barracuda)
Group Account Director: Dina Saadeh (Blue Barracuda)
Video URL: http://www.zespriarabia.com/vi...
The Campaign:
“How to Eat a Zespri” was created as a series of fun tutorials to help dispel the myth and show consumers how easy it is to eat a Zespri Kiwifruit.
Creative Execution:
Consumers felt Kiwifruit were messy to eat as they were biting directly into the fruit or peeling it, versus cutting the fruit in half and scooping the flesh out with a spoon keeping the mess to a minimal and the fleshy meat to a maximum.
We developed video tutorials to teach consumers “How to Eat a Zespri” in funny, quirky, and sometimes weird ways.
We chose video content as the primary format for our idea due to how hungry consumers in the GCC are for video content. The video ran on Facebook, Instagram and Youtube.
The videos helped push Zespri Kiwifruits up the food chain and into fridges and happy stomachs across the GCC.
As a result, the videos reached over 20 million people, sales increased by 59% when the objective was to increase sales by 10%, brand awareness increased by 28%, brand association by 660% and Purchase Intent by 10%.
We needed to teach and reinforce the manner by which consumers should eat the fruit, so we focused on the entertainment element to arm users with online currency in the form of a series of branded content videos. The quirky bite-sized and shareable videos were created to help dispel the myth that Kiwifruits are difficult and messy to eat and push Zespri Kiwifruits up the food chain and into stomachs across the GCC.
Facebook is a channel that has a lot of advertising, but users go there to socialize making it difficult to get the message across. We focused on the entertainment element to arm users with online currency in the form of entertainment – which they then used as part of their socializing!
Everyone can relate and appreciate bite-sized content so we optimized the paid media side to shares, rather than the usual metrics. This means that the users we did reach are more engaged and more valuable.
Focusing on Ramadan we leveraged social and video consumption and worked with Google to block out the top 5% of inventory for the food category on YouTube. Tactical targeting and retargeting was used across all channels to ensure we reached an effective frequency and purchase intent.