Introduction: The food and beverage industry is gaining greater knowledge and insight of its consumers by interacting with them online. In 2006, the Kellogg’s Frosties turned to MSN Arabia to examine an online advertising strategy to complement its television, radio, and outdoor publicity campaigns in increasing the company’s profile among the fashionable, online market.
Objectives: • To reach teenagers in KSA & UAE who are football fans. •To create brand synergy & awareness with MSN Network audience of males between the age of 13-24 year old. •Increase buying intention among this audience. •To link Internet activities with the Scratch & Win concept of the offline campaign.
Campaign Execution: The Kellogg’s Frosties summer campaign involved banners advertising the Kellogg’s Frosties on MSN Arabia Network, including the homepage and Sponsoring the Sports section. All banners linked back to www.frostiesalarabi.com’s Official website. This way, the ads were seen by the target audience of young, fashionable, affluent people, with a high affinity with the Internet. The campaign ran between June 22 and July 20, 2006 at the same period of the world cup 2006.
Advertising placements aimed at males included •The Portal campaign ran through the Super banner, show case banner and Optimum banner. •Sponsoring the MSN Arabia Sports section. •MSN Hotmail®, promoted the campaign through Hotmail killer ad and Hotmail super banner. •MSN Messenger®, Kellogg campaign was advertised on Messenger half banner.
Results: •The sponsored Sports section generated a Total of 3,471,235 page views from KSA & UAE throughout the month and generated a Total of 5,221,798 page views from all around the world throughout the month. The campaign ran for 1 month on MSN Arabia with impressive results: •The total number of impressions from KSA & UAE was 921,022 •The total number of clicks from KSA & UAE was 10,791 •The high CTR, which exceeded the industry standards (benchmark 0.5% of UAE online industry standard). Kellogg’s average CTR was 1.17% •Generated awareness & interaction with the Scratch & Win concept of the offline campaign. •Increase in sales
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