Work
Quaker Oats – 360 Campaign For New SKU Range In KSA & GCC
The Background
There’s a Quaker product for everyone, and it was about time for the GCC market to know it! The brand that has long been associated with Ramadan’s traditional soups and more recently with super health-conscious moms and fitness enthusiasts was ready to attract a wider audience. To do so, Quaker had an entire and exciting SKU line ready to be rolled out to help every person own their morning.
Needless to say we were thrilled to accompany the brand on this exciting quest to push their repositioning even further.
At the heart of this 360 campaign lies the brand’s wholesome goodness and a wide offering that caters to the needs of all lifestyles and breakfast preferences. So what we had to do was to shine light on this giant’s capacity to transcend generations and gather everyone around creative and healthy morning habits.
The Full-fledged Campaign
Banking on the huge impact tailormade songs have had on ads success in the GCC, we developed the script for a Quaker song that was upbeat and reflective of the brand’s energy. The song complemented a vibrant TV commercial shot and produced in Dubai. And it was an absolute treat!
Our very own creative director was on set, locking each single detail with his special WonderEight touch. From a dynamic art direction to a cast that felt and looked real to our Saudi and Emirati audience. We then went on filming everyday situations with active people of all ages, integrating Quaker’s diverse SKU line to their daily routine. The TVC was then divided into cutdown versions that helped feed a media plan which was intricately designed to target the different segments of our audience, treating them to the shots and content that would speak most to them depending on their lifestyle – hence making their bond with Quaker a more personal one.
The media plan was then rolled out on social media platforms, ads and banners on Google, and helped feed the brand’s social media content library. The posts we designed highlighted the entire SKU line, replicating the mood and colors of the campaign. In the offline world, and in select areas of KSA, the campaign was also present on outdoor networks, thus reaching even more people and celebrating Quaker across all media and platforms.
The Result
Not only did this 360 campaign act as an additional exercise in a long series of activations and campaigns aiming to reposition Quaker Oats in the minds of a younger audience, it also surpassed all expectations by reaching 45% more people than expected across UAE and KSA social media platforms. As for the song itself, it was streamed 20% more times than expected on Anghami, achieving double the app’s usual banner CTR results and knocking it out of the park.
All in all, a true success!
