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FMCG

Save Me Saudia

Services

Communication, Campaign , Social Media

Client

SaudiaMilk

Year

2020

Overview

Established in 1976, Saudia Dairy and Foodstuff Company (SADAFCO) has become a leading food manufacturer, seller and distributor based in Saudi Arabia with operations across the Middle East. The company is a market leader in Saudi Arabia in Long Life Milk, Tomato Paste and Ice Cream, marketing its core products under its flagship brand Saudia.

Challenge

Almost every person in Saudi Arabia remembers the nostalgic Saudia Milk ads and its tagline, "Save me, Saudia Milk." Based on social media listening reports conducted by our team at Milk Network, we have discovered that people continue to use the old Saudia Milk ad and its tagline in their day-to-day lives. Whenever someone is in need of help, they often use the phrase "Save me, Saudia Milk." These insights have inspired our internal team to develop a new campaign that incorporates the familiar Saudia Milk characters.

The aim is to engage our target audience and evoke a sense of nostalgia, reminding them that Saudia Milk has been a part of their lives for years. It remains the same milk, with the same taste they are accustomed to, and is still associated with their cherished childhood memories.

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The Solution

We redesigned the old characters in a modern style while maintaining their unique appeal. Additionally, we developed four short animation videos inspired by our target audience personas. The videos featured the tagline "Save me, Saudia Milk" to evoke nostalgia and establish an instant connection with the audience. The storyboard for the videos was based on real-life scenarios and experiences, drawing insights from a listening report we conducted.

What we did

A campaign to remind our target audience of their cherished childhood memories with Saudia Milk.

  • Listening Report 
  • Campaign Concept and Rationale 
  • Scripts and Storyboards 
  • Animation Supervision
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