2014 Winners & Shortlists

The Brief

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.

Creative Execution

our creative solution starts with the people engagement inside malls. whereby demonstrating the service destinations on a 95spm area was quite impressive for the mall visitors where they had the chance to watch the progress of it. although this affected positively the brand where people became brand ambassadors, spreading the word through social media channels. As for the brand, presenting an art piece with a large scale was a move ahead, especially for the 1st time in Saudi Arabia. the service was carefully explained and delivered the proper messages resulting an immediate return on investment.

Describe the creative solution to the brief/objective.

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.

Results

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