KUDU / السعودية / 2024التواصل الاجتماعي · العروض الترويجية · الأفلام

⁨For the Love of Kudu⁩.

⁨Kudu turned the copycat 'Kudu' sandwich shops across Saudi Arabia into a hunt: send in a photo of a fake Kudu sign and get a discount coupon for the real thing.⁩

العلامة التجارية: KUDU
الوكالة: VML
السوق: السعودية
المنطقة: السعودية
السنة: 2024

التحدي

⁨In Saudi Arabia, Kudu has become the everyday word for a chicken sub, and the entry says thousands of copycat restaurants put the name on their signs unchanged. Kudu wanted to reclaim its name without legal battles or corporate messaging.⁩

الفكرة

VML Riyadh embraced the imitators instead of fighting them. 'Claim a Kudu for a Kudu' was a limited-time offer: spot a fake Kudu sign, snap it and DM it to @kuduksa for a discount coupon at a real Kudu. Kudu also answered viral 'Kudu at home' recipes and tutorials with coupons. A documentary-style brand film, كودو من ربعك (One of Us), directed by Ali Kalthami, celebrated how the name became part of everyday life; Kudu posted it on YouTube on 7 November 2024. The campaign ran on Instagram, X, TikTok and Snapchat, on Kudu's own channels, in store and through PR and influencers.

النتائج

⁨+7.2% consideration among young adults, according to the Dubai Lynx entry⁩
⁨7 million video views, $1.39 million in PR value and 1.3 million media impressions, by the entry's figures⁩

مصدر دراسة الحالة: Dubai Lynx (Love The Work) المصدر ↖