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 were challenged to find these codes and redeem them for instant rewards on the Kudu app.
Rakan Al Rashed, Kudu Chairman, said, “We understand that Gen Z values instant gratification, and traditional loyalty programs often don’t align with their lifestyle. Kudu’s new campaign addresses this by offering immediate rewards, which cleverly led to Kudu’s loyalty feature within the app.”
This concept of immediate gratification extended beyond the film itself. Codes appeared on digital menus in-store, outdoor advertisements, social media posts, and even radio spots – a truly integrated and engaging experience across every touchpoint.
“By embedding codes directly into our Ad and offering instant redemption, we’ve created a fun and engaging way to introduce the app and its benefits to a generation that values speed and convenience,” said Jean El Azar, Creative Director at VML (formerly Wunderman Thompson), Kudu’s creative agency behind the successful campaign.
The campaign has already achieved significant success, driving a surge in app downloads and orders – a notable feat in an age where food aggregators are increasingly popular.
Furthermore, the campaign has demonstrated high completion rates among Gen Z, a demographic known for skipping ads in a highly competitive digital retail environment.
Designed for long-term engagement, the campaign will continue to roll out new challenges and rewards, ensuring sustained interest and interaction with the Kudu app for months to come.
