We decided to get people curious enough to go and give it a chance. We decided to pose them a question: What is this new product? To answer it they had to try it.
Inspiration came from the nature of the product itself. First in the form of a name; “Crownies” combined the two components of the dessert: Cookies and brownies. Then we posed the question, what is Crownies? Is it cookies with brownies or brownies with cookies? We put this question along other unanswerable ones and made this our platform. This invitation to discover became the platform of our entire campaign and severed as a precursor to introduce the product and create engagement
The launch began with massive outdoor presence that occupied vast amounts of outdoor media across the kingdom. using our main tagline: Crownies: is it cookies with brownies or brownies with cookies?
Our main campaign video was used on TV and pushed over social media. It portrayed a man posing questions that riddled humanity. He eventually highlights his main concern while truing our new dessert: what is Crownies? the main actor was a very well-known Saudi social media comedy figure. And the situation used in the show were inspired by local Saudi urban myths
A daily YouTube show where a presenter poses random questions that have no answers. Viewers are invited to share any answer they have for a chance to win a prize. The comic nature of the show and the easiness of securing a win were the hooks behind viewership and engagement.