2014 Winners & Shortlists

Results and Effectiveness

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

Creative Execution

During Ramadan, Malls are one of the most visited destinations especially at night, and the main objective was getting unique media spot grabbing attention that can be translated into results. So we assigned the international artist Leon Keer to make a 3D art illusion over 95sqm on the mall floor as 1st in KSA, showing the service destinations landmarks inside the shipping box, supported by augmented reality technology that shows boxes moving between the landmarks also visitors are able share this by using the social networks witch allows them to win free shipping coupon instantly. 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.

Insights, Strategy and the Idea

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. we 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, where we wanted to give a chance for everyone to step into the world of “Mobtaath service” by showing them a real demonstration of the service destinations that allows them to get closer.