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Minalakhir

Agency: 
Published/Aired: 
February 2013
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Description: 

In the past three years Sprite has been so quiet in the market to the point of non-existence. We were tasked to bring it back to life, in full force as a no bullshit brand – in the heavily censored KSA. We did that through comedy, by creating a platform that’s as refreshingly honest as our brand. Sprite Minalakhir was born, with a 5-minute video series taking an honest spin on life. These videos were broadcasted on YouTube, the Minalakhir-website, Facebook page, and Twitter account. Once Minalakhir was launched, the young Saudis were quickly following our series after relating to the refreshing honest perspective to their daily social struggles and life. And because Saudis feel more comfortable expressing themselves online where restrictions are decreased, they were encouraged to contribute in discussions on our Facebook page, Twitter account, and Minalakhir website. The introduction of customized competitions with every episode proved to be a big success. Tailored questions were designed to encourage viewers to engage and express themselves around a certain topic, or simply have fun by interacting with the video to find hidden prizes.

We grew from only 53 fans on our Facebook page at the beginning of the campaign to around 400,000 Active fans, with over 6,000 participations in the competitions alone. The show went from almost getting canceled, to hitting over 5.5 million views… and counting.

Advertising Agency: OgilvyOne Middle East, United Arab Emirates, Dubai
Creative Directors: Fabian Roser, Sally Tambourgi
Copywriter: Hadeel Ahmad
Designers: Nadine Hallak, Mahesh Powar
Client Service Director: Sean Hart
Account Directors: Sevim Oezdel, Tarek Shawki
Account Manager: Tara Page-Gelman
Planner: Nick Moore
Regional Director: Nabil Moutran
Executive Digital Producer: Yousuf Baqir
Web Developer: Mohammed Sayeed
Software Development Manager: Qainan Idris

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kleenex
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It worked.

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