2011 Winners & Shortlists

SACO SEARCH ENGINE

BrandSACO
Product/ServiceBRAND CAMPAIGN
EntrantJWT Riyadh, SAUDI ARABIA
CategoryUse of Digital Media (Including Internet, Mobile Devices, etc)
Entrant Company:JWT Riyadh, SAUDI ARABIA
Advertising Agency:JWT Riyadh, SAUDI ARABIA
Media Placement:MINDSHARE Riyadh, SAUDI ARABIA

Results and Effectiveness

The banners significantly increased usage of its site search engine. SACO staff also reported several positive mentions of the banners from clients who liked them.

Creative Execution

We wanted an ad to send a unified message which would appeal to all diverse clients at the same time and reflect the wide range of products SACO offered. So we used images of 26 actual items found in SACO stores, representing the different product categories, and placed them in a way that spelled the English alphabet, with each item symbolizing a letter. The tagline was: "You name it, we have it!". In addition, there was a search bar on the online banner which asked the user to "type the name of any product you need". After the user does that, a window opens with the SACO search results page, showing links to the products on the company site that are relevant to the search term.

Insights, Strategy and the Idea

SACO is the biggest hardware and home improvement store chain in Saudi Arabia. Its client base ranges from mothers and housewives looking for toys and cleaning tools, to young couples looking for basic furniture, to professional construction workers and companies looking for power tools and building material. SACO's recent expansion and growing client base further added to the rich array of products SACO offered. This "one stop shop" scenario created difficulty in communicating to different clients about different products at the same time.

Credits

Name Company Role
Ramsey Naja JWT MENA Chief Creative Officer
Chafic Haddad JWT KSA Executive Creative Director
Nizar Swailem JWT Riyadh Executive Creative Director
Arnold Felix Fabella JWT Riyadh Digital Creative Director
Prasad Deenadayalan JWT Riyadh Associate Creative Director
Wasna Bengassem JWT Riyadh Digital Art Director
Sara Nasr JWT Riyadh Copywriter
Chady Janho JWT Riyadh Director In Charge
Jad Corbani JWT Riyadh Account Director
Rami Rousan JWT Riyadh Account Manager
Ayham Alhafez JWT Riyadh Planner