2013 Winners & Shortlists

ALWASEELA LOOK NO FURTHER

BrandAL WASEET
Product/ServiceALWASEEELA
EntrantLEO BURNETT Jeddah, SAUDI ARABIA
CategoryMOBILE APPLICATIONS & OTHER DOWNLOADABLE TOOLS
Entrant Company LEO BURNETT Jeddah, SAUDI ARABIA
Advertising Agency LEO BURNETT Jeddah, SAUDI ARABIA

Brief Explanation

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 0ne-on-one interaction, that starts offline, moves online, and have enough cut through to be noticed by digital media and social media. Outcome: Great online engagement on social platforms: 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. In addition, this campaign was able to increase the sales of classified ads by 20+% during the period of the campaign The strategy 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 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.

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
Links
Case Film URL