Vimto Cordial Integrated Communication Campaign 2007

http://7aykhallisou.blogspot.com Vimto Cordial Integrated Communication Campaign 2007 Medium: Integrated - ATL, BTL, Online, and TTL Client: Aujan Industries Brand: Vimto Brand communication agency: JWT Dubai Vimto team@JWT Dubai: Chafic Haddad, Rani Khatib, Firas Medrows, Mazen Fakhoury (currently MD of Mindshare KSA), Marianne Zaki, Dana Kutoubi, Nadine Bou Kheir, Roula Ghotmeh, Hussein Nasser, and Claire Kanj Media agency: Initiative Dubai Market: Middle East with focus on GCC market Campaign name: "Hurry!, they'll finish it all" Duration: Pre-Ramadan and Ramadan (September / October 2007) Subject: Aujan estimates sales in excess of 20 million bottles across GCC during Ramadan Aujan Industries is proud to announce Vimto's 81st Ramadan Season, according to the Hijri (Islamic) calendar. Aujan Industries first introduced Vimto cordial into the Middle East in 1928. Nearly 80 years later, Vimto has developed into not only a household beverage, but an integral part of the Ramadan tradition. Over the next five weeks, Aujan estimates sales will be in excess of 20 million bottles across the GCC. Each season, the Vimto marketing team develops innovative campaigns, which compliment not only the brand but the Ramadan season. This year's campaign is based on the theme 'Hurry, They'll finish it all.' The phrase refers to the possibility that Vimto supplies could run dry due to high demand. Tolga Sezer, Executive Vice President of Aujan Industries, said, 'Vimto's 81st season campaign has been launched in three phases: - The Rumours, - The Revelation - and Showtime. Two weeks prior to Ramadan, we set the ball rolling with an intensive rumour teaser campaign across vox pop teasers on TV, in conjunction with a strong outdoor campaign of 599 faces in KSA.' He added, 'The next step was movie trailer posters, strategically placed in key newspapers; these were aimed to build curiosity among our audience and encourage them to watch a unique set of comic 'advertainments,' which will air from today on TV during the co-sponsorship of "Tash Ma Tash" on MBC1 and across other Key Pan Arab Satellite and Local channels.' In addition, Aujan's campaign incorporates an on-street presence, with 240 truck backs traveling the GCC, and in-store activities, with consumers receiving a warm greeting at point of purchase and in-mall activity. Also, greeting tents have been set up in key malls across the Kingdom of Saudi Arabia, where consumers will be welcomed by a refreshing cup of Vimto. Over 80 years, Vimto has emerged as one of Aujan's core brands. Within the Arab world, the drink has forged an impressively strong bond with local consumers, especially during the Holy Month of Ramadan. Vimto is the ideal beverage to accompany Iftar, providing the body with a jolt of much-needed energy and a burst of pleasure for the tongue.