Earn before you spend

A launch campaign for the Kudu rewards app that hid redeemable codes in every second of an ad film scored by a Saudi composer, turning the ad into a treasure hunt for Gen Z. The same codes ran on in-store digital menus, outdoor, social posts and radio, and the brand reported a surge in app downloads and orders.

The brief

Saudi Gen Z diners who dislike slow, fiddly reward schemes, for Kudu's new rewards app.

The idea

Kudu packed instant-reward codes into each second of a film set to a song by a Saudi composer, making the ad a treasure hunt, and repeated the codes on menus, outdoor, social and radio.

What to borrow

Putting the reward inside the ad itself shortens the path from attention to app download to a single step.

Brand	Kudu
Agency	VML
Talent	Not named
Channels	digital, social, OOH, radio, in-store
Source	Campaign Middle East