2014 Winners & Shortlists

Results and Effectiveness

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 - Nahdi donated SR250K to SANAD

Creative Execution

The advancements in SM&user generated content across digital platforms has increased the levels of connectivity,networking,engagement&individuality Saudis are the most digitally engaged society in the world(3,000% growth rate on twitter,over 6 Million active FB users,44% of the population viewed YouTube/day&90 Million videos were being viewed/day,the highest viewership in the world Source:http://www.digibuzzme.com/wp-content/uploads/2013/06/SM-KSA.jpg) 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.

Insights, Strategy and the Idea

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. we wanted to Identify a meaningful, relevant and convincing role for Nahdi pharmacy to play in the lives of the Saudi people&Creatively bring this role to life and have the people of Saudi engage&actively participate with the brand Create overall engagement and social media engagement with the mass population of Saudi