Described on the Think with Google blog, the media and creative agencies decided to take a different approach instead of running TV advertisements which are then repurposed for YouTube and print. The companies decide to go directly to made-for-YouTube content instead, centred on a locally-relevant theme: guests losing their cookware after bringing food to someone else's home, delivered with the same fast-paced comedic tone that had been used with Viva's 2015 Ramadhan campaign.
“Go native: use all your resources to make the story local, relevant and close to the heart of the target audience. In this case, sharing food is a big part of Kuwaiti culture, but what’s more interesting is what happens after the food is delivered, and the odyssey that many a dish might be misplaced before being reunited with its rightful owner,” says Haitham Al-Hajji, Managing Partner, Caviar Creative on the Think with Google post.
By using sequential storytelling, the team created a situation for users to eagerly anticipate what would happen next, in order to create high engagement within social media channels. The teaser video had a view completion rate of 94%, while the second part delivered a view completion rate of 100%.
“Go native: use all your resources to make the story local, relevant and close to the heart of the target audience. In this case, sharing food is a big part of Kuwaiti culture, but what’s more interesting is what happens after the food is delivered, and the odyssey that many a dish might be misplaced before being reunited with its rightful owner,” says Haitham Al-Hajji, Managing Partner, Caviar Creative on the Think with Google post.
By using sequential storytelling, the team created a situation for users to eagerly anticipate what would happen next, in order to create high engagement within social media channels. The teaser video had a view completion rate of 94%, while the second part delivered a view completion rate of 100%.
Mark Khoury, Client Managing Director at Starcom Mediavest Group, suggested that brands "start big, buy smart and go for high reach and impact". "Keep your eyes open and optimise, optimise, optimise – fine-tuning the intensity as needed will drive results,” he advised on the Think with Google post.
Interested?
Watch the Viva Kuwait video