AdColony, a mobile advertising platform for brands and advertisers for more than a decade has created a successful campaign in the MENA region with Mars and its iconic nutrition bar, Be-Kind.
Mars, one of the world’s leading FMCG brands represented by Mediacom Dubai, partnered with AdColony to promote its tasty fruit & nut and protein bars Be-Kind by using the undeniable power of mobile games. Being one of the world’s top brands, Mars, is well aware of the rising power of mobile games and couldn’t sit still and miss on that opportunity to reach its target audience by using AdColony’s high technology.
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Keeping in mind their main objective; be kind and be happy, Mars wanted to capture the audience in an entertaining way fitting their products’ promise, to increase the time spent with the brand. The main purpose was to show audiences how Be-Kind competes in the contentious snack bars market with its nutritious ingredients, non-artificial flavours, and non-sweeteners by AdColony’s Dynamic End Card technology.
Mars didn’t just want to show a simple pre-roll video but wanted its target audience to engage with the brand throughout the ad experience. That is why after showing the Be-Kind video, audiences are given a chance to pick one of the four Be-Kind bars by swiping on their screens and the ingredients show up! After that, audiences are asked to memorize them. Then, audiences can select the ingredients on screen by tapping on their screens and can engage with the ad, thanks to AdColony’s highly engaging Swipe Dynamic End Card technology. Through the experience, Mars achieved to keep the audience interested in the ad and keep the brand engaging with high resolution and attractive ad formats by using tap and swipe features. They also gave the audience a chance to get to know about the nutrition of Be-Kind bars through the Dynamic End Card. Thanks to AdColony’s impeccable execution, Be-Kind achieved high engagement rates and well above completed video views.
The campaign achieved more than 244.000 completed views with an 85% Video Completion Rate compared to the 70% VCR benchmark while 82% of the total completion came from unique users. Be-Kind also achieved more than 287.000 impressions which are proof that AdColony’s creative execution captured the audiences’ attention and invited them to engage with the ad.
Overall, the campaign achieved a mind-blowing 20.3% Dynamic End Card engagement rate compared to its 10% benchmark thus shows that swipe and tap executions worked extremely well in terms of creating the mini memorization game on the DEC and significantly increased the total engagement rate. More than 244,000 users viewed the Dynamic End Card while more than 49.000 of them engaged with it. Almond & Coconut bar is the most swiped bar among the other three with a 27% rate followed by Dark Chocolate Nuts & Sea Salt bar with a 26% rate while Caramel Almond & Sea salt ranks the last among all with a 23% rate giving us insights about user’s preferences. There are more than 4,000 taps on the Honey which is followed by Caramel & Chocolate while Coconut captured the least number of taps. 7% of the users correctly memorized the ingredients while 6% of the users played the mini memorization game again after completing it, showing that the end card execution is highly successful to capture the users’ attention and let them enjoyable engage with the product. Overall, more than 20K users tapped to find out the correct ingredients showing that the tap feature has become a great way for letting users engage with the product! 840 users clicked to Shop Now CTA’s indicating that the campaign is successful in terms of creating purchase intent. Also, the average time spent on DEC increased by 2.8 seconds and reached 10.8 seconds.
AdColony’s Country Manager, MENA Johny Saad explains this success “We are very happy and proud of what we achieved together with Mars. This is once again the biggest proof of what we can provide to our clients and what we can achieve exceptional results for them. As AdColony and our team, we will continue to grow and push the boundaries with the undeniable power of the mobile games and engaging executions of AdColony”.
Mars’s Ahmed Arafa said “With our global perspective and leading products we can’t just ignore the fact of how big the mobile industry is. Last year we achieved great results together with AdColony with our different campaigns and won 6 different awards at one of the most prestigious mobile award shows, MMA Smarties MENA. Our Be-Kind campaign is also proof that the mobile gaming scene is rising rapidly and inviting target audiences to engage with your brand is one of the keys to the campaign’s success.”
Mediacom’s Client Managing Director Mahmoud Maghraby said “Working with AdColony is an extremely enjoyable/productive experience, not only the agility and proactiveness of the team but the powerful delivery of the platform – they make it easy to unlock the power of mobile gaming and eliminate any potential barriers that hinder brands potential to play in this domain.
We are very pleased with what our campaigns delivered from reach, engagement, brand safety & viewability, the insights generated from running campaigns with AdColony is invaluable helps future optimize our campaigns for even better performance”.
