2014 Winners & Shortlists

The Brief

The Agency’s Proprietary Research (HumanKind Quotient Research: conducted locally in Saudi Arabia on July 2012 across 15 categories, for 65 brands&including 3,000 respondents.Also, the research was conducted globally in 11 countries including 155 categories,for 778 brands&including 37,900 respondents) has shown low affinity scores for Nahdi,the score was 54% lower than the retail category average and 34% lower than the Saudi Brands Average. The objective was to transform Nahdi pharmacy from a silent&faceless destination into a one that is cares for its community. Our strategy was to change Nahdi from a place that sells medicine,to a place that gives hope.

Creative Execution

We were aiming to Identify a meaningful, relevant&convincing role for Nahdi pharmacy to play in the lives of the Saudis & Creatively bring this role to life&have the people of Saudi engage&actively participate with the brand Moreover, create overall engagement&SM engagement with the mass population of Saudi. Our stands became a popular destination,where we invited SM celebrities to do the act themselves&attract everyone passing by. The voice of hope, started by Nahdi, became the people’s voice&Nahdi donated SR250K to SANAD.

Describe the creative solution to the brief/objective.

The strategy meant to be an ACT.We encouraged people to do the actual ACT of spreading hope themselves. We used the YouTube celebrity Omar Hussien&had him seek the help of the people to give hope to: “Children with Cancer”.We shot a clip showing the celebrity shaving his head in compassion with the children&inviting people to join us at several malls to share sentiments.At the booths we had people take pictures of themselves with our sentiments of hope&upload them to Nahdi’s SM platforms. We announced that for every picture uploaded,Nahdi will donate 5 Saudi Riyals to SANAD Children’s Cancer Support Association.

Results

Ipsos Price Perception Study June 2013 showed: -The new brand identity&brand message has reached 64% of the population -Around 1M USD worth of free PR coverage as per the rate card -The teaser YouTube clip had 150K views in 2 weeks -Over 70K FB interactions/week -5 star rating on the FB star metrics -In mall-activations,more than 5K picture were uploaded to Nahdi SM platforms in 3 days -The campaign had 26M impressions on SM platforms