2013 Winners & Shortlists

The Campaign

The media and communication scene in Saudi Arabia are governed by strict regulations. Freedom of opinion is not well encouraged and people are basically restricted to social boundaries where voicing their opinion publically is not well perceived. Because of this, the young generation found an open window in the online social media to express themselves freely and make their voice and opinion matter. This situation has also lead to making Saudi Arabia the highest You Tube content consumption per capita ranking 3rd in the world. Currently the Saudi young generation is using Twitter, Facebook and You Tube as a political and social platforms and are very active in topics that are considered as taboo in official communication mediums and at the social level.

Results

As a true believer that diversity of opinion is the source for human enrichment and progress, Sa7i’s mission is to forge a deep connection with Saudis and address the young generation who have been in the shade for a long time, and giving them the opportunity to talk about their lives and ambitions while at the same time respecting their religious, cultural and social values. Sa7i ‘s objectives are to: - Create a mean of self-expression to responsibly voice their ambitions and worries - Engage with them by opening the door for conversations - Cultivate and turn them into critics The idea came to brand some of its satirical shows or to create new shows in collaboration with partner brands, giving these brands the extent of Sa7i’s success and viewership beyond the usual product placement and media advertising. The success of the shows was guaranteed by building on the expertise of the Sa7i cast, crew and production team, as well as keeping the Sa7i spirit in every developed script. Producing an independent Brand Show: By tackling the young generation issues, the Sprite show has gained more than 2 million viewership over 8 episodes in less than 6 months. Integration in an existing show: Tech Talk has gathered over 1 million viewership through 7 shows in 8 months, presenting all the new happenings in the world of technology with young and expert talents who present the show.

Sa7i created a YouTube channel combining different shows and programs, each talking about a specific social topic making every Saudi feel as if he is the one talking and expressing himself to the world. Courageous shows were developed in a satirical and lighthearted spirit intending to provoke the community with controversial topics, whether social or political, that tempts to challenge the status quo. Sa7i has linked its YouTube channel to other social channels to build and amplify Sa7i community. Facebook and Twitter accounts helped increase the buzz and inspired the community to interact and discuss the topics by expressing themselves.

In less than a year, Sa7i managed to be one of the most top viewed YouTube channels in KSA, receiving over 80 million views and more than 300,000 subscribers, 36,000 likes on Facebook and a growing Twitter follower’s base of over 300,000. On account of being the number one YouTube channel in KSA, receiving views of over 80 million, Sa7i saw a great opportunity to move the brand from a “Platform for Self Expression” to a "Platform for Self Expression with Profit”. Sa7i is currently broadening its show base with additional young and younger talents and bringing to its audience more hot topics to be seen and discussed always with the vision of enriching and progressing the Saudi society while respecting its traditions and social values.