58,000 people scanned the QR code in only 5 hours.
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.
The campaign has been implemented as per the below steps:
More than 1000 promoters invaded the streets of Saudi on a Thursday night.
Each promoter held a message that attract people to scan a QR Code.
The QR Code revealed a message answering the message on the sign.
Exposed the messages to social media figures who picked it up and spoke about it.
Spoofed radio and tv shows.
Created viral ads that were scattered on the net.
A couple of promoters posted the ad in competitor classified ads newspapers (Al Moubawaba, etc) – the QR Code led people to Alwaseela
Insights, Strategy and the Idea
People in Saudi Arabia are not accustomed with the use of classified ads. They rely heavily on street announcements in order to sell their products/services/almost everything. They believe that writing their number on a sign on a post lamp, or on a wall in their piece of land; on their car, or on a traffic light, is more effective than classified advertising.
Alwaseela, which belongs to Alwaseet, the leading classified ads news paper in the region, wanted to raise awareness about the efficacy of classified advertising in an effort to push Saudis to use this medium to sell and buy