Deals Before Meals.
Kudu launched its new rewards app, and what the case film calls its first loyalty programme, by hiding instant-reward codes in its own ads, from a song film to posters, menus and radio spots.
- Brand
- KUDU
- Agency
- Spark Foundry KSA
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2024
The challenge
'Loyalty programs are slow to redeem. For today's younger generation, where waiting is a deal breaker, these apps don't stand a chance,' the case film says. So how could Kudu launch its first loyalty program without meeting the same fate?
The idea
'Recognising Gen Z’s aversion to lengthy redemption processes, Kudu launched its new rewards app by offering instant rewards directly through its advertising' (Campaign Middle East). Every second of the launch film's song hid codes, turning viewing into a treasure hunt, and codes also appeared on in-store digital menus, outdoor ads, social posts and even radio spots, under the line خلي عينك على الأكواد ('keep your eyes on the codes'). Entering a code in the app redeemed the reward at once. It ran in 2024 and was entered at the SMARTIES as 'Kudu Loyalty Campaign'.
Results
- App downloads up 62% during the campaign and in-app orders up 30%, according to the entry's case film
- 188 million impressions, 10.8 million views and SAR 1.2 million in earned media, by the case film's figures
Case study source: Campaign Middle East Source ↗
Awards
- MMA Smarties KSA 2025KSA - Instant Impact / PromotionSilver
- MMA Smarties KSA 2025KSA - Omnichannel MarketingBronze
- MMA Smarties KSA 2025KSA - Customer (CX) / User Experience (UX) & DesignGold
Credits
- Media agency
- Spark Foundry KSA
- Creative agency
- VML Riyadh
