2014 Winners & Shortlists

Execution

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” from The EMS Courier 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. 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.

English Translation of Main Headlines

Delivering what you love to the people you love.