2013 Winners & Shortlists

ALWASEELA LOOK NO FURTHER

BrandAL WASEET
Product/ServiceWASEELA
EntrantLEO BURNETT Jeddah, SAUDI ARABIA
CategoryAMBIENT/ALTERNATIVE MEDIA
Entrant Company LEO BURNETT Jeddah, SAUDI ARABIA
Advertising Agency LEO BURNETT Jeddah, SAUDI ARABIA

The Brief

The Challenge: Get people in Saudi Arabia to believe in the power of classified ads. Objective: Engage people in a creative and relevant manner. Strategy: Drive engagement through direct engagement that leads to amplification. Execution: Direct one-on-one interaction, that starts offline, moves online, and have enough cut through to be noticed by digital media and social media.

Creative Execution

The goal is to get people to depend on classified ads, provided by Alwaseela, versus using all sorts of ways to announce. We wanted to connect with the youth of KSA. We believe that the behavior of young people is easier to change. This justified the messages which were intended to shock people and entice them to participate.

Describe the creative solution to the brief/objective.

Come up with an act that have the potential to change the behavior of people. Depend on engagingness and cut through in order to generate participation. Capitalize on the cut through of the activation in attracting social media, digital media and blogs.

Results

58,000 people scanned the QR code in only 5 hours. 70000 re-tweets. 188000 likes on Facebook. total of 77000 views on Youtube 500000 views on electronic media & social media more than 500000 people saw it on one of the leading youtube programs around 1M Sr worth of free PR. this campaign was able to increase the sales of classified ads by 20+% during the period of the campaign.

Credits

Name Company Role
Bechara Mouzanar Leo Burnett Chief Creative Director
Mohammed Bahmishan Leo Burnett Creative Director
Mario Lawandos Leo Burnett Art Director
Waleed Hameidan Leo Burnett Communication Supervisor