Ramadan is that time of the year when marketers put their best efforts to engage with consumers, especially in the food and beverage industry. It is the time to reconnect with one’s faith and spend time with family and friends. People during this Holy Month generally work less and rest more with online consumption higher during this time.
Red Lobster Middle East along with Hug Digital came up with a campaign to engage and attract consumers to its brand. The ‘Ramadan Riddles’ campaign, being run on Facebook, Instagram and YouTube, aims to create top of mind awareness for Red Lobster during Ramadan and establish an emotional link with the customers by engaging with them and rewarding them.
‘Fawazir’ in Ramadan are traditional riddles asked in the end of popular Ramadan TV and Radio programs. People who answer these riddles are often rewarded with prizes. In the past, families would gather around TV or radio and wait for these riddles. Often difficult, these riddles would be the talk of the family and friends who would try to solve them before the following day’s program. “Fawazir Ramadan are still part of Ramadan festivities, and that’s why Red Lobster decided to bring them to their online fans this year”, said Mohamad Daher, Account Director, Hug Digital.
Following an introductory video, eight videos were launched throughout Ramadan with a riddle contained in each video. Users had to write in the correct answers in the comments section of the video.
“We wanted to create a campaign that capitalizes on the online demand for content by delivering a short and engaging series of videos. A great benefit of promoting media digitally is that you’re able to target your media to relevant audiences, so we were able to target specific demographics then monitor and respond to their feedback,” stated Mr Daher.
“We also wanted to reward our fans who engaged with us and answered the riddles correctly. For each riddle there will be 15 winners of free appetizers and main courses from Red Lobster, and participants who solve all the riddles correctly will enter the draw to win gold coins,” added Mr Daher.
Credits:
Client: Red Lobster Middle East
Agency: Hug Digital
Account Director: Mohamed Daher
Account Manager: Kristina Koivio
Creative Group Head: Morhaf Wakkas
Director/DOP: Amit Hasija
Senior Copywriter/Content Creator: Hussein ‘Double A’ Charafeddine
Producer: Sasha Gogosh
Cameraman: Hamza Sheikh
Social Manager: Leena Maria Alyedreessy
Senior Media Planner: Abdul Wahab
