DUBAI, 12th October, 2020: Merkle, a leading technology-enabled, data-driven customer experience management (CXM) company and part of dentsu won two awards: Gold for 'Best use of Digital (FMCG)' and Sliver for ‘Best use of Video’ at the MENA Digital Awards for its work with Kellogg’s (Pringles). The win recognises the campaign run by Merkle in MENA, ‘Football 2019 - The Perfect Match’.
The campaign demonstrates the success of Merkle's in-house data-driven creative solutions output, alongside dentsu digital media capabilities run by Carat and iProspect. The success factors of the campaign are demonstrated through a strong collaboration between creative wisdom and people-based marketing solutions within Merkle and dentsu. Pringles’ objective to win consumer trust, engagement and loyalty through micro-moment marketing, has continued to win market share and sales traction in the MENA region.
Merkle MENA & Pringles’ award-winning formula is a collaborative exercise of customer journey mapping for occasion-based consumption, a result of the initial stages of their digital and data maturity, through a data-driven creative approach to video marketing. Looking at the most relevant consumer insights, utilising the power of AI and social intelligence, Merkle helped Pringles define their social and content strategy, alongside Carat and iProspect for their media strategy. The result was an omni-channel approach to video marketing; ads that do not feel like ads but an entertainment experience that adds value instead of interrupting the customer journey. It is just the early stages of Pringles Arabia's digital maturity journey, with the ultimate objective of continuously supporting their customer experience transformation across the category.
“This is a milestone! We (Kellogg’s & Merkle) are proud of the progress made in the omni-channel paradigm. Our team’s compass is driven by passion, creativity, courage, and a healthy hunger for results. Our objective, delivering the best possible occasion-based Pringles experience. What we are seeing now is the fruition of this partnership and the realisation of this objective! We are proud of our results, the recognition, and the fact that we have an excellent blueprint for the future. Looking forward to continuing to learn and evolve as we keep the conversation with our consumers going and keep it uniquely Pringles!” said Karim El Sayed, Category Director Salty Snacks MENAT.
“We are extremely happy with this team’s achievement. Not only for the great results of the campaign, but because of the whole journey we have ahead of us. These awards mean a lot to denstu as a whole, building on the premise of one dentsu. A mix of real time marketing, consumer-focused moment marketing, an offbeat approach to their communication with fans and followers, ending in one of our most successful partnerships, beating many social video records within the FMCG category in the Middle East” Victor Madueno, Senior Director CX at Merkle MENA added.
Watch the campaign entry video here.