Rockstar Energy Drink / السعوديةالأفلام · التواصل الاجتماعي
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.
- العلامة التجارية
- Rockstar Energy Drink
- الوكالة
- Leo Burnett
- السوق
- السعودية
- المنطقة
- السعودية
التحدي
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.
الفكرة
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.
النتائج
- 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
مصدر دراسة الحالة: MMA Smarties المصدر ↖
الجوائز
- MMA Smarties KSA 2023KSA – Creator / Influencer / Celebrity Marketingذهبية
- MMA Smarties KSA 2023KSA – Short or Long Form Videoذهبية
فريق العمل
- الوكالة الإبداعية
- Leo Burnett
- الوكالة الإعلامية
- OMD
- Additional company
- Brand Ripplr
- Business Lead, Leo Burnett
- Dana Al-Kutoubi
- المدير الإبداعي التنفيذي، Leo Burnett
- Natasha Maasri
- Head of Strategy & Insights, Leo Burnett
- Aakriti Goel
- مدير الأعمال، Leo Burnett
- Renee Mouawad
- Senior Account Executive, Leo Burnett
- Pia Saghbini
- Account Executive, Leo Burnett
- Karma Chahine
- المدير الإبداعي المشارك، Leo Burnett
- Sambhav Khandelwal
- المدير الإبداعي المشارك، Leo Burnett
- Meshal Alsadhan
- المدير الفني الأول، 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
- مدير التسويق، PepsiCo
- Areej Moumina
- مدير العلامة التجارية، PepsiCo
- Rahaf Bamiah
