Rockstar Energy Drink / Saudi ArabiaFilm · Social
Dous, Don't Overthink.
Rockstar Energy repositioned itself in Saudi Arabia around mental energy with 'Dous', a music video by Saudi rapper $kinny that told Gen Z to stop overthinking and go for it.
- Brand
- Rockstar Energy Drink
- Agency
- Leo Burnett
- Market
- Saudi Arabia
- Region
- Saudi Arabia
The challenge
Rockstar had low recognition in a crowded category where energy drinks look alike, and Gen Z drinkers were loyal to other brands. Stress among young people was high and demand was moving toward mental energy rather than physical energy.
The idea
Leo Burnett built the message around 'Dous', short for 'don't overthink, just go for it'. A music video with $kinny and a group of influencers carried it, promoted on Anghami, Instagram, YouTube and Snapchat, with OMD on media and Brand Ripplr on the influencer side.
Results
- Trial conversion rose by more than 2 points, according to the MMA Smarties case summary
- User conversion rose by 10 points, according to the case summary
- Sales rose 0.7%, according to the case summary
Case study source: MMA Smarties Source ↗
Awards
- MMA Smarties KSA 2023KSA – Creator / Influencer / Celebrity MarketingGold
- MMA Smarties KSA 2023KSA – Short or Long Form VideoGold
Credits
- Creative agency
- Leo Burnett
- Media agency
- OMD
- Additional company
- Brand Ripplr
- Business Lead, Leo Burnett
- Dana Al-Kutoubi
- Executive Creative Director, Leo Burnett
- Natasha Maasri
- Head of Strategy & Insights, Leo Burnett
- Aakriti Goel
- Business Director, Leo Burnett
- Renee Mouawad
- Senior Account Executive, Leo Burnett
- Pia Saghbini
- Account Executive, Leo Burnett
- Karma Chahine
- Associate Creative Director, Leo Burnett
- Sambhav Khandelwal
- Associate Creative Director, Leo Burnett
- Meshal Alsadhan
- Senior Art Director, Leo Burnett
- Erick Izeta
- Multimedia Designer, Leo Burnett
- Nathalie Nassif
- Strategy Manager, Leo Burnett
- Lina Ibrahim
- Media Business Director, OMD
- Hossam Sherif
- Associate Media Director, OMD
- Aliaa Abdelsalam
- Media Manager, OMD
- Kelly Mokbel
- Deputy Campaign Director, Brand Ripplr
- Yana Moukalled
- Campaign Lead, Brand Ripplr
- Nadia Lassoued
- Senior Marketing Director AMESA, PepsiCo
- Omar Aboul Hassan
- Senior Marketing Manager Content & Creative AMESA, PepsiCo
- Mahmoudn Hassan
- Marketing Manager, PepsiCo
- Areej Moumina
- Brand Manager, PepsiCo
- Rahaf Bamiah
