Speedy Disclaimer Hijack.
Pakistani TV ads end with lightning-fast disclaimers, read by one voice artist, Momin Khan. Sting bought the slots straight after them to reveal that he powers up with Sting before recording, turning other brands' ads into demos of its energy.
- العلامة التجارية
- Sting
- الوكالة
- IMPACT BBDO
- السوق
- باكستان
- المنطقة
- عالمي
- السنة
- 2024
التحدي
Sting is Pakistan's top energy drink, but every rival made the same claims about speed and energy. The brand needed to prove its energy rather than talk about it, to young viewers in a cluttered category.
الفكرة
IMPACT BBDO identified commercials that ended with speedy disclaimers ahead of time and bought hundreds of TV slots immediately after them. Sting's spots then showed Momin Khan, the voice behind those disclaimers, drinking Sting before he records. The campaign ran only on television, nationwide, and avoided paying for prime-time space.
النتائج
- Brand identification up 74%, according to the Dubai Lynx entry
- 50 basis points of value share growth, by the entry's figures
مصدر دراسة الحالة: Dubai Lynx (Love The Work) المصدر ↖
الجوائز
- Dubai Lynx 2025Film – Single-market Campaignذهبية
- Dubai Lynx 2025Filmالجائزة الكبرى
فريق العمل
- الوكالة الإبداعية
- IMPACT BBDO Dubai
- الإنتاج
- BBDO Pakistan
- الإنتاج
- Rock n' Roll Productions
- Media placement
- Starcom Pakistan
- Chairman and CEO, Impact BBDO
- Dani Richa
- الرئيس التنفيذي للإبداع، Impact BBDO
- Ali Rez
- CEO UAE, Impact BBDO
- Ghassan Kassabji
- المدير العام، Impact BBDO
- Jad El Rabahi
- المدير الإبداعي، Impact BBDO
- Martino Caliendo
- Head of Audio Visual, Impact BBDO
- Benjamin DeSouza
- المونتاج، Impact BBDO
- Sanil Chandran
- Traffic Manager, Impact BBDO
- Grenald Alves
- ECD / CEO, BBDO Pakistan
- Atiya Zaidi
- National ECD, BBDO Pakistan
- Nasir Qureshi
- المدير الإبداعي، BBDO Pakistan
- Syed Hamza
- المدير الإبداعي المشارك، BBDO Pakistan
- Hina Ijaz
- المصمم، Impact BBDO
- Lucia Tammaro
- مدير الحسابات، Impact BBDO
- Momin Saeed Khan
- Senior Account Manager, Impact BBDO
- Ahmad Rabbani
- المنتج المنفذ، Rock n' Roll Productions
- Mohammad Jibran Baig
- Senior Marketing Director Beverages, PepsiCo
- Hakima Mirza
- مدير التسويق، PepsiCo
- Wali Sheikh
- Business Lead - Planning, Starcom
- Haseeb Zafar
- Business Lead - Buying, Starcom
- Ramis Khan
- Writer, Impact BBDO
- Shaheer Khan
- المدير الفني، Impact BBDO
- Andre Queiroz
