Rani wanted to refocus its position as the fun brand for teens in the region through the launch of a new product and character. Having limited communication with teens over the past year, our objective was to increase awareness by a minimum 5 percentage points and daily trail by 20%
With the juice category suffering an 11% decline in 2017, Rani Float launched their new and improved Orange flavor; the first change to the formula in 35 years since it was introduced to the market in 1982. The new flavor was named Super Orange, and in conjunction with this, Rani’s new character was born, an orange chunk with super powers.
Rani cemented it’s alignment with comic super heroes in 2017 as the title sponsor of Comic Con events across the region; 33,000 people attended the first ever Saudi Comic Con in Jeddah and a further 65,000+ attended Dubai Comic Con. Teens can’t seem to get enough of comic super heroes.
However, these events are occasional. To alleviate daily boredom, teens repeatedly turn to social media, in particular Snapchat. Per capita, more Snapchat stories are created in Saudi Arabia on a daily basis than any other city on the planet. More than 3.5 billion snaps are created and over 10 billion videos are viewed on Snapchat every day.
Combining these two insights gave us the perfect platform to create a mass on ground activation in Saudi Arabia. An activation that gamified the platform and allowed teens to discover the story of our Orange super hero while at the same time delivering fun for teens to eliminate their moments of boredom.
Little communication with teens in the past year meant it was important for Rani to have a meaningful reconnection which would position itself as the fun brand for teens in the region once again. Having only 1 asset to introduce the character, a 30” TVC, our challenge was to give him a story, a background and an origin that Saudi teens would engage with.
Using specific insights on current teenage behaviour, interests and media consumption, the idea was to create a multi touchpoint campaign combining relevant content, traditional media, social media platforms and on ground activation to target teens in the most engaging and entertaining way possible. Connecting everything together using existing Snapchat technology and their established platform we utilized Snapcodes in a way that no brand had before in the ME.
We used their love/passion of Snapchat & Comic Con to create a national treasure hunt across 3 major cities in KSA, Jeddah, Riyadh and Dammam, encouraging teens to collect different pieces of super hero content which when pieced together would result in a comic book story. The collection of all the 14 pages of the comic book would uncover the origin story of our Orange hero and a chance to win prizes.
To bring the idea to life we had to create the comic book to bring the character from the TVC and give him a personality teens could relate to. 14 pages that told Super Orange’s story were created, from his origin to his crazy adventures.
To gamify the experience an online hub was developed tracking their progress, showcasing which pages they had collected and which were still missing.
Different colour Snapcodes were created and each page was allocated a colour. To unlock each of the pages, simply scan the different codes using the Snapchat app.
7,000 coloured Snapcodes were printed and scattered around 1,900 locations, varying in difficulty to find, across the 3 cities. Locations ranged from high traffic areas like in mall mupis and parking lots to guerilla locations like Rani’s delivery trucks, park benches and universities.
Rani’s Instagram page became a cheat sheet for clues, how to’s and even the Snapcodes themselves.
Lastly, we teamed up with top influencers, the Saudi Reporters, to leak more clues and codes and even wrote them into the comic book story.