2014 Winners & Shortlists

The Campaign

It is well known that Saudi Arabia is a very conservative country especially when it comes to public events and social activations in Riyadh city, although most of the residents are well exposed and have eager to see something out of the ordinary specially inside the most visited places like malls. So a high risk was taken, especially that our client is a semi governmental organization, to create, for the 1st time, a large scale outdoors media where people can interact with it on ground.

Results

EMS/AL BAREED AL MOMTAZ is a courier service supported by the Official Saudi Postal. In 2012, they launched “Mobtaath” service, targeting students living abroad. The launch was followed by an online campaign claiming, “ Delivering what you love, to the people you love”. The campaign was successful yet most of the target audiences still think of the brand as a local mailing service within the kingdom of Saudi Arabia. They needed to change this perception and to engage the online growing community, which now has high expectations of the brand. During Ramadan, everyone prefers to get closer with his family specially the ones living abroad. So our destination was the malls buzzing with visitors, so we wanted to give a chance for everyone to step into the world of “Mobtaath service”. We wanted to give people something out of the ordinary and grab their attention to the service. Also, we wanted them to be the service ambassadors when sharing their comments and feedback. Furthermore, to engage the online audience community. To achieve our goal we assigned the international artist Leon Keer to make a 3D art illusion over 95sqm on the mall floor for the 1st time in KSA, showing the service destinations landmarks inside the shipping box, supported by augmented reality technology that shows boxes moving between the landmarks. And visitors can share this and win free shipping coupon. To engage our online audience, we seeded a viral teaser video of the service mascot calling him “ THE FAST". The video shows The Fast jumping inside the ems box and disappears. The video directs you to an online game where you have to find him within the service destinations and win a prize.

Our audiences were impressed with the final outcome. It was something that happened live for the 1st time in Saudi Arabia and people could interact with it live using the augmented reality technology and they had the chance to share it online and get immediate response.

As a result, the news about the action were released in national media channels • the 3D art illusion was mentioned in social networks more than 7000 times • 3,276 visits to the Facebook game • 184,091 page views • 13 minutes average time spent on page • YouTube Viral views: 65K • Facebook likes increased from 100K to 200K in 10 days