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Anup Oommen
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Kudu sees app downloads surge with VML’s “instant-reward” ad

Anup Oommen
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The VML campaign included hidden codes, challenging audiences to find these codes and redeem them for instant rewards on the Kudu app.

Saudi Arabia’s fast-food chain Kudu has flipped the script on traditional loyalty programmes, capturing Gen Z attention and boosting app downloads through a campaign driven by VML Riyadh.

Recognising Gen Z’s aversion to lengthy redemption processes, Kudu launched its new rewards app by offering instant rewards directly through its advertising.

The Kudu campaign centered around the idea of “earn before you spend” used a renowned Saudi composer to create a catchy song for its visually engaging film.

But this was no ordinary advertisement. Every second of the song featured hidden codes, transforming the viewing experience into an interactive treasure hunt. Gen Z audiences w


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Tags:Advertisingapp downloadsearn before you spendGen Zhidden codesin-store advertisementsinstant gratificationintegrated advertisinginteractive adinteractive treasure huntJean El AzarKuduloyalty programmesmarketingoutdoor advertisementsradio spotsRakan Al Rashedsocial media postsVMLVML KSAVML Riyadh
the authorAnup Oommen
Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.
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