Kiri: INSPIRING RECIPES

Credits & Description:

Advertiser BEL GROUP

Product KIRI CHEESE

Entrant ZENITHMEDIA Dubai, UNITED ARAB EMIRATES

Type of Entry: Media: Use of Media

Category: Use of Digital Media (Including Internet, Mobile Devices, etc)

Title: INSPIRING RECIPES

Advertiser/Client: BEL GROUP

Product/Service: KIRI CHEESE

Entrant Company: ZENITHMEDIA Dubai, UNITED ARAB EMIRATES

Media Agency: ZENITHMEDIA Dubai, UNITED ARAB EMIRATES

Creative Credits

Name Company Position

Ali Basma Zenithmedia Dubai Media Director

Claudine Ghanem Zenithmedia Dubai Senior Media Executive

Mohamed Junaid Zenithmedia Dubai Media Executive

Results and Effectiveness:

- Their 'socialising' venue and their love for mobile phones proved to be a perfect combination that made Kiri post their best ever Ramadan results***. - Kiri achieved record market share growth of +3 points in Saudi Arabia with sales in just 4 weeks!**** - In malls, 146,480 recipes were downloaded on mobile phones via Bluetooth*****. - Kiri recorded 35% increase in volume sales during this period over their average monthly sales******.

Creative Execution:

While the mobile penetration is more than 100%**, data packages are still a premium. Communication through conventional Bluetooth is still highly prevalent. In an adult market we would have created an iPhone application but in this market of low mobile web penetration, coupled with high data package costs, Bluetooth is still very much a viable medium. It’s free and these women are in the malls non-stop. We took over 33 malls across Saudi Arabia and placed 138 Bluetooth access points on Kiri branded display units. Kiri recipes were beamed across to their mobile phones that could be downloaded and saved for later use. This was a media first for the cheese category in the region.

Insights, Strategy and the Idea:

During Ramadan, the month of fasting, friends and extended families getting together for dinner (Iftar & Sohour) is an everyday ritual. Organising such large dinners and sourcing recipes from various sources on a daily basis is a challenging task for Saudi housewives. Kiri cheese has always been an integral part of their cooking, but is now being challenged by others. Most Saudi housewives are confined to their daily chores with little exposure to the outside world. Malls are the only venues where they can 'socialise' with their female friends*. While they are there, mobile phones become an important discussion tool where they share jokes, pictures and videos through their Bluetooth. We capitalised on these insights and provided an opportunity for Kiri to be closer to the housewives by offering them 'inspiring' recipes on a daily basis and increase sales by 2 points over Ramadan 2009.