During the Kuwaiti parliamentary elections that took place last November, when TV viewings is at its highest, Ooredoo Kuwait, a communication networks in the Middle East, ran a campaign with Zenith tapping into moment marketing and utilizing advanced data analytics to extend customer experience from TV to mobile. Breaking through the media clutter, Zenith’s TV Sync tool helped bridge TVCs strong reach to mobile engagement.
TV Sync enables a marketer to synchronize its above the line TV advertising with different digital channels. When a TV ad ran for Ooredoo Kuwait, it triggered a display ad and videos on tablets, mobiles and desktops – scooping up second-screeners, driving incremental reach and delivering relevant messages about the brand to consumers when they were most receptive.
The first of its kind in the market, the campaign achieved more than 200,000 complete views during the span of 28 hours, and received an average view rate of 60 percent. TV Sync achieved 28.5 percent more complete view rate and 213% higher click through rate (CTR) than video campaigns on social platforms.
“As technology changes the speed and way people engage with content across devices, it’s imperative that successful marketers are able to connect with consumers in real time. Zenith is committed to being at the forefront of innovation and we believe our insights and in-house capabilities help us map the right course for our clients,” said Mohamed Reda, Media Director at Zenith Kuwait.
“Due to the media clutter in Kuwait, we are always trying to find an opportunity where our messages canstand out and reach our target audience efficiently. During elections, when most brands also invest in TV, we needed to be one-step ahead. TV Sync helped us maximize our exposure and achieve higher ROI, while reaching our target audience wherever on multiple platforms,” added Talal Al-Fassam, Advertising Manager at Ooredoo Kuwait.
