2014 Winners & Shortlists

HAJJ AWARNESS CAMPAIGN

BrandMAKKAH REGION EMARA
Product/ServicePUBLIC SOCIAL AWARNESS CAMPAIGN
EntrantRITIX CONSULTING Jeddah, SAUDI ARABIA
Entrant Company RITIX CONSULTING Jeddah, SAUDI ARABIA
Advertising Agency RITIX CONSULTING Jeddah, SAUDI ARABIA

The Campaign

Makkah Province Principality (Imarat Makkah Al Mukarrama), have requested to carry out all Hajj-related communication efforts since Imara initiated them in 2008, upon the beginning of Prince Khalid Al Faisal’s governorship. The first 4 years constituted an elementary phase: • Established the practice of PSA campaigns relating to Hajj. • Built a brand for Hajj, with the slogan: حضاري الحج عبادة وسلوك Created a model for an annual communication whereby we start with: 1. A Branding/Emotional Campaign: highlighting values, invoking the dimensions of spirituality and morality, building equity for the Hajj brand. 2. A Regulations/Functional Campaign: the call-to-action part which prompts audiences to respect the law & warns of the consequences of violating Hajj regulations, at the core of which is the obligation to obtain a Hajj permit through joining an officially accredited Hajj tour operator.

Success of the Campaign

It had a very successful positive impact and it was even monitored by the news, the client was interviewed on all local and international Arabic channels in the Middle East such as Al Arabiya, Saudi TV, MBC and international social media and etc. Ipsos made a study on the campaign’s reach and it was the highest ever in their record of 95% reach.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

First it was launched by a Press Conference from Prince Khalid Al Faisal announcing on September 29th, 2013 the new law that will be implemented for Hajj 2013. During the press conference all the creative outdoor artworks shared along with the tvcs, radio, and press releases. - 15 September 2013 Activation campaign was launched until 13 October 2013 - Media launched creative outdoor megacoms, LED screens, mupi’s ,TVC - 30 September 2013 - October 20th 2013 - Press Releases 1st July 2013 – 1st December 2013. - Social Media 30th September 2013 - Mobile SMS messages 15th October 2013 - Website 29th September 2013