Latest news with #BribeBucket
Campaign ME
6 days ago
- Business
- Campaign ME
Noon Food, KFC, Hardee's top ad awareness in the UAE for April
Noon Food, KFC, and Hardee's have each exhibited significant increases in ad awareness for the month of April, as tracked by YouGov's BrandIndex. Noon Food experienced a significant increase in ad awareness, rising from 22.8 per cent on March 26 to 31.8 per cent on April 23, marking a 9.1 percentage point gain. KFC's ad awareness went up by 7-percentage points, rising from 37.2 per cent on March 26 to 44.2 per cent on April 22. This increase may be due to earlier marketing campaigns. In January, KFC launched the 'Bribe Bucket' campaign with Call of Duty, offering rewards to gamers. Around the same time, they ran the 'Original Fake Games' campaign, which turned fake mobile game ads into real games. Hardee's also saw a 7-percentage point rise in ad awareness, moving from 12.7 per cent on March 26 to 19.7 per cent on April 22. This increase is likely driven by their out-of-home advertising campaign promoting the Frisco Philly Steak sandwich. The campaign featured high-impact billboards across Dubai and Sharjah, showcasing the sandwich's gourmet appeal. Data from surveys of adults aged 18 years and above, residing in the UAE from 26 March to 25 April 2025 make up a brand's ad awareness score based on the percentage that responded 'yes' to the question: 'Which of the following consumer brands have you seen an advertisement for in the past two weeks?' YouGov's Ad awareness scores are based on a four-week moving average. The change in scores for brands is calculated by taking the difference between the highest and lowest scoring days within the period.
Campaign ME
28-04-2025
- Entertainment
- Campaign ME
Will a gaming strategy become as critical as a social media strategy?
With gaming audiences growing at record speed across the region, almost rivalling social media in size and engagement, brands have jumped in to leverage the trend with Fortnite concerts, in-game brand collabs and more. With gaming becoming a bigger part of digital culture, we asked a cross-section of the industry if a gaming strategy soon become as critical as a social media strategy in the media and marketing mix? Here's what the experts had to say: Rony Skaf Executive Digital Director, TBWA\RAAD YES Can brands afford to ignore 70.7 million prospects – the 92 per cent of under-30s in the UAE, KSA and Egypt? Gaming is growing fast, up 3.3 per cent year-on-year among youth. But here's the catch: the right strategy isn't about ad placements inside games. Brands need to look for ways to enhance the gaming experience, just like KFC did with their 'Bribe Bucket' in Call of Duty or their GameChangers initiative supporting female gamers in Saudi. As audiences move from passive scrolling to immersive play, gaming strategies will be key to unlocking new, innovative brand spaces. Alex Simonian Managing Director, Another in Kingdom YES Gaming is no longer just entertainment – it's become a cultural force equalling social media in audience size and engagement. While many brand integrations today are still surface-level, pioneers like Orange Telecom's GTA collaboration show the incredible potential for deeper engagement. The future in my opinion is very exciting and lies in seamless brand-gamer interactions, where brands go beyond traditional sponsorships or 'implanted presence' to designed experiences within gaming ecosystems. Instead of piggybacking on existing platforms, brands will create immersive, interactive spaces that feel organic to the gaming world – building lasting connections with players. Rey Sawan Regional Marketing Manager – Brand, Samsung Electronics – MENAT NO The sensational sells. That's why Sports Illustrated covers still promise '10 New Secrets to 6-Pack Abs' every month, why our slides centre around graphs that point up or down instead of staying flat, and why gaming has been 'on the rise' in digital culture for decades. Our marketing strategies don't need the sensational – they need to be rooted in how we understand humans and the role our products/brands play in their worlds. If gaming, like social, becomes central for all consumers and brands, then please change my answer to yes. Jack Rogers Associate Creative Director, Socialize YES However, it depends. Does your brand have a strong case to slot in seamlessly? Do you have someone on your team who actually understands the gaming space and gamers? Then, yes. The hardest part isn't knowing that your brand should be breaking into the space, it's trying to sell campaigns to brands whose teams don't understand the space. Gamers can immediately sniff out inauthenticity. And coming at them with a catch-all 'hey, fellow gamers' approach just doesn't work. Still need convincing? Some years, the League of Legends World Championship has clocked more unique viewers than the Superbowl, and we all know how much brands froth over that ad space. Rabih El Khoury Managing Partner, Evolution Group YES The numbers are too big to ignore. There are 1.5 times more 25 to 34-year-olds playing mobile games than there are on TikTok globally. One-in-four Americans aged more than 50 play mobile games daily. For Gen Alpha, platforms such as Roblox are already the new social media. e-Sports has a fan base of half a billion. The equally critical reasons are superior ad quality metrics (attention, engagement and VCR), higher creative flexibility and storytelling, and tremendous first-mover advantage, especially in the MENA region, in an uncluttered space. Bonus: e-commerce and online-to-footfall are being developed as an integral aspect of this space. Simon Morehead Founder, CRATER Global YES Gaming is becoming more like social media in that gamers are connecting, communicating, and building communities while they play. It's more than just about the game, there's a social layer with online interaction. Gen Zs lead the billions of gamers worldwide, signifying that gaming platforms shouldn't be overlooked. Whilst there are challenges in data limitations and market competitiveness, the space offers brands immense potential to engage with audiences. I believe just as gaming continues to evolve, so too should a brand's overall strategy, incorporating gaming into their digital media and marketing – although as with the rules of social media, content needs to be correctly targeted and most importantly remain authentic. Karim Mroueh Head of Digital Innovation, Serviceplan Middle East YES Indeed, brands will increasingly need a tailored approach to gaming. With in-game advertisements and branding opportunities expanding, gaming is no longer a one-time activation, it is a long-term investment. Different game genres appeal to different audiences and support distinct brand objectives. Just as social media evolved from a single strategy to platform-specific techniques, gaming now requires specialised methods across genres, platforms and communities. To stay relevant, brands must seamlessly integrate into gaming ecosystems, prioritising interactivity, authenticity and engagement. Those who treat gaming as a consistent channel rather than a publicity stunt will see the greatest impact. Samer Bahsas Chief Operating Officer, U-Turn YES Gaming strategy is rapidly gaining importance in Saudi Arabia, driven by a combination of a young, tech-savvy population and significant government-backed investments in the gaming sector. As gaming continues to evolve and become more ingrained in Saudi culture, its relevance in the media and marketing mix is set to rival, if not surpass, that of traditional social media strategies. Saudi Arabia has already hosted major esports events, such as Gamers8 and the Esports World Cup, which grabbed global attention. At UTURN, we had the privilege of being part of the on-ground video coverage for the Esports World Cup last year, witnessing firsthand the engagement of the gaming community. This rapidly changing market offers brands exciting opportunities to integrate into the gaming experience. We've noticed a growing interest from our clients to collaborate with gaming influencers, form partnerships with popular games and incorporate branded content within these immersive spaces, encouraging us to boost our investment in gaming content. By doing so, brands can create more personalised, authentic experiences for consumers – something that's often harder to achieve through traditional social media channels alone. Mai Youssef Communications and Corporate Marketing Director, Canon Middle East and Turkey YES Undoubtedly, a gaming strategy is fast becoming as indispensable as a social media strategy in the modern marketing mix. The gaming industry now rivals social media in audience size and engagement, offering brands a unique opportunity to interact with consumers in immersive and dynamic ways. We recognise the potential of this space, from supporting content creators with advanced imaging solutions to exploring in-game brand integrations. The interactive nature of gaming fosters deep consumer engagement, making it a strategic imperative rather than a niche consideration. As digital culture evolves, brands are incorporating gaming to stay relevant in an increasingly interactive world. Koji Sekiguchi Head of Marketing, Sony Middle East and Africa YES Gaming is no longer the norm; it's a cultural and commercial phenomenon redefining how brands interact with consumers. The magnitude, interactivity, and depth of gaming universes rival social media, offering unprecedented potential for storytelling and brand engagement. As gaming redefines interaction, the brands that take the leap now will spearhead the digital revolution tomorrow. Read more such takes from industry experts on other topics here.
Campaign ME
12-03-2025
- Entertainment
- Campaign ME
KFC campaign transforms fake ads into real, playable mobile games
KFC has transformed misleading 'fake game advertisements' cluttering social feeds into actual, playable mobile games as part of its latest campaign called Original Fake Games. The KFC campaign, brought to life by TBWA\Raad, Hearts & Science, and PLG (Power League Gaming), used a multi-platform approach for maximum reach, leveraging social media, digital ads, posters, and in-app promotions to engage players across various touchpoints. In a statement to Campaign Middle East, the brand revealed that Gen Z often associated KFC with a restaurant that was more for their parents than for them – and in a region where Gen Z make up a significant chunk of the population, up to 22 per cent of the population in Saudi Arabia for instance, the brand decided to change that. KFC addressed the frustration faced by Gen Z in a space where they spend a majority of their time – gaming. The brand decided to take on 'fake game advertisements' – over-hyped ads that oversold games, which didn't live up to the billing. By recreating the rolling-barrels saga, the giant-pin challenges, and the 'trapped king' scenario, Original Fake Games aims to deliver the fun and unpredictability that those clickbait ads always promised, but never delivered. The campaign even took the influencer marketing route, collaborating with @meshaelm on TikTok. The campaign also goes beyond mere downloads; KFC is enlisting gaming influencers to test and review Original Fake Games, ensuring authenticity, driving word-of-mouth, and sparking conversation across social media. Clever digital placements also target audiences where fake game ads typically appear, with KFC's real ads leading directly to actual playable content. 'Gamers know best what they want — so KFC is stepping into their world by turning those 'fake' ads into the real games they've always been curious about,' said Ahmed Arafa, Chief Marketing Officer at Yum. 'We're not just sponsoring or advertising; we're offering something genuinely fun and unexpected that naturally fits into the gaming experience.' 'Part of our strategy is to find unique and disruptive gaming ideas that will allow us to not only win but dominate in the gaming space. Both KFC's Fake Games and Bribe Bucket offer much more than a fun gaming experience, but also disruption into the way brands look at gaming in the region,' Arafa added. KFC intended its approach to gaming to be genuine and answer a need/problem, similar to how it previously did with Shift+K+F+C. Through its research into the problems gamers face, KFC found an opportunity with mobile games. Joe Lahham, Managing Director at TBWA\RAAD, said, 'This campaign flips a frustrating consumer experience on its head. We've taken the disappointment of fake ads and turned it into a moment of delight, proving once again that pushing creative boundaries leads to memorable brand experiences.' Original Fake Games are now available for free download on the Apple App Store and Google Play Store. The campaign started in mid-January 2025 and will run until March 2025. The initiative and games are running for the long-term. Success of the campaign will be assessed based on brand metrics: awareness, consideration and relevance; app downloads and in-app engagement; and the performance of in-app promotions and rewards. CREDITS: Client: KFC / Yum Creative agency: TBWA\RAAD Joe Lahham (Managing Director). Frederico Roberto (Executive Creative Director) Cathrine Bannister (Chief Strategy Officer) Ramez Rahal (Strategist) Rodrigo Scapolan (Creative Director) Farida Abdelaal (Arabic Copywriter) Diogo Seibert (Senior Art Director) Sanele Ngubane (Senior English Copywriter) Leandro Werneck (Senior Art Director) Omar Ibrahim (Art Director) Romy Abdelnour (Head of Communications) Tony Kayouka (Head of Social and Content) Hamza Khan (Senior Social Media Manager) Rand Hilal (Senior Social Media Executive) Ahmed Hamza (Senior Account Director) Richard Rao (Account Director) George Oghgassian (Senior Account Executive) Layla Adib (Account Executive) Rony Skaf (Executive Digital Director) Rabih Chehayeb (Senior Digital Manager) Karim El Khoury (Digital Account Executive) Diala Toska (Digital Account Executive) Smithesh Krishnan (Senior Designer) Seif Rashwan (Art Director) Christin Jacob (Motion Designer) Sugan Jeevarathinam (Finalizer) Kalaiselvan Mariyappna (Finalizer) Ezzat Habra (Creative Services Director) Media agency: Hearts & Science Media Rawan Hilal (Business Unit Director) Vinay Gangwani (Growth Lead) Reem Usama (Planning Manager) Kamal Al Jabi (Senior Planner) Mohamad Majed (Head of Investments) Ali Jammal (Associate Director of Investments) Alaa Ibrahim (Planning Executive) Gaming agency: Power League Gaming (PLG) Dennis Slade (Account Director) Mustafa Kannas (Communications Manager) Pedro Murta (Account manager) Abdul Rahman Hazem (Social media and influencer management executive) Eterna (Games Development) Denis Chernitsyn (CTO, Project lead) Anton Anischenko (Project Manager) Sergey Kurzov (Game Designer) Andrei Snigur, Dmitry Grodo, Dmitry Bychkov (Unity Developers) Victoria Boris (QA) Kristina Chernyavskaya, Lena Mykoliuk, Ivan Sobodysh (2D/3D Art Anastasia Savitskaya (UI/UX) Vadim Shamma (Sound Designer) Piloto
Campaign ME
29-01-2025
- Entertainment
- Campaign ME
Call of Duty gamers use KFC ‘Bribe Bucket' to barter for mercy
The virtual warzones of Call of Duty, KFC, and TBWA\Raad have combined for a bold, disruptive campaign that now permits gamers on the verge of being killed the opportunity to negotiate for their survival by offering other gamers vouchers to a 'Bribe Bucket' in exchange for being spared. Capitalising on Call of Duty's proximity chat – a voice feature that lets players talk, joke or trick their opponents – the campaign lets gamers offer up a bucket of finger-lickin' chicken to 'barter for mercy'. 'With the Bribe Bucket, we're not just serving chicken — we're giving players a whole new way to win,' said Ahmed Arafa, Chief Marketing Officer for KFC MENAPAKT & CIS. 'In
