The Super Sub.
Kudu's Team Falcons meal came with a pro player's gamer tag, so gamers could add the pro as a friend and let them play the match while they ate.
- العلامة التجارية
- KUDU
- الوكالة
- VML
- السوق
- السعودية
- المنطقة
- السعودية
- السنة
- 2024
التحدي
Kudu, a household name in Saudi Arabia for 36 years, had become strongly associated with millennials and needed to connect with younger Saudis. Gaming was booming, Kudu already sponsored Team Falcons, which the entry calls the country's top esports team, and gamers who stop to eat during long sessions can cost their team the match.
الفكرة
VML Riyadh and Kudu created the Super Sub, a meal sold as the Falcons Loot Box (فالكونز لووت بوكس) from July 2024, with a burger, fries, nuggets, a drink, stickers and a card. Scratching the card revealed a Team Falcons pro's one-time gamer tag: add it as a friend in the game and the pro joins to play in your place while you eat. The campaign ran nationwide for two months across digital ads, outdoor, social media, posters in 300 Kudu branches and Team Falcons' own channels, and Kudu also held an event where gamers met the players in person.
النتائج
- 1.5 million Super Sub meals sold in two weeks, three times the target, according to the Dubai Lynx entry
- 17 million gamers reached, 113 million impressions and more than 200,000 engagements, by the entry's figures
مصدر دراسة الحالة: Dubai Lynx (Love The Work) المصدر ↖
الجوائز
- Dubai Lynx 2025Creative Commerce – Travel, Leisure, Retail, Restaurants & Fast Food Chainsذهبية
- Dubai Lynx 2025Brand Experience & Activation – Gaming-Led Brand Experienceذهبية
- Dubai Lynx 2025Brand Experience & Activation – Sponsorship & Brand Partnershipsبرونزية
- Dubai Lynx 2025Social & Influencer – Travel, Leisure, Retail, Restaurants & Fast Food Chainsبرونزية
- Dubai Lynx 2025 Gold (Creative Commerce – Travel, Leisure, Retail, Restaurants & Fast Food Chains)
- Dubai Lynx 2025 Bronze (Social & Influencer – Travel, Leisure, Retail, Restaurants & Fast Food Chains)
فريق العمل
- الوكالة الإبداعية
- VML Riyadh
- Media placement and PR
- Spark Foundry KSA
- CEO, VML Riyadh
- Camille Haddad
- مبدع، VML Riyadh
- Chafic Haddad
- مبدع، VML Riyadh
- Firas Ghannam
- مبدع، VML
- Jean El Azar
- مبدع، VML
- Abdulhadi Tulimat
- مبدع، VML
- Alvaro Gorostidi
- المدير الفني، VML
- Huda Alneb
- كاتب الإعلانات الأول، VML Riyadh
- Wayne Fernandez
- كاتب الإعلانات الأول، VML
- Muhannad Abdulrahim
- Senior Graphic Designer, VML
- Hasan Bdeir
- Design, VML
- Michelle Abou Abboud
- المونتاج (freelance)
- Ousama Ghannam
- Planner, VML Riyadh
- Ali Khalil
- Account, VML Riyadh
- Ahmad Saadoun
- Account, VML Riyadh
- Hussah Ghaleb
- Senior Account Executive, VML Riyadh
- Sarah AlShamsi
- رئيس الإنتاج، VML
- Joe Aboudaher
- رئيس الإنتاج، VML
- Jamil Ghrawi
- Head, Spark Foundry
- Paul Seif
- مدير التسويق، Spark Foundry KSA
- Aya Sabagh
- Senior Content Executive, Spark Foundry KSA
- Tala Adib
- Media Executive, Spark Foundry KSA
- Ziad Saeed
- مدير التسويق، KUDU
- Lama Ghaddar
- Director of Marketing Communications, KUDU
- Karyn Jallad
- Commercial Manager, KUDU
- Abdulmajeed Al Luhaimy
