2014 Winners & Shortlists

The Brief

SACO is a pioneer in the hardware retail and wholesale business, the largest total-solution home improvement superstore in the Kingdom of Saudi Arabia. SACO represents the most innovative company in its field throughout the Kingdom. Currently, there are 20 SACO retail outlets in twelve cities throughout the kingdom, with over 45,000 different products on display extended on 2500 to 22000 square meters store space. The company wanted to promote the New IXO screwdriver from Bosch, focusing on the product features as well as the additional power that the product can provide with its new lithium-ion technology.

Describe how the promotion developed from concept to implementation

The strategy, therefore, is to create an experiential marketing event connecting the brand and the target audience by creating an in-store display to demonstrate the product performance of Bosch IXO Screw driver.

Describe the success of the promotion with both client and consumer including some quantifiable results

The Poster literally stopped the traffic, and before we knew it the word spread. This exhibition demonstrated the effectiveness and suitability of the Bosch IXO in every task required of it, as well as promoting SACO as a destination for design professionals and artists where they can also purchase all needed items in one easy stop.

Explain why the method of promotion was most relevant to the product or service

To do so, we created a Screw Art poster with the size of 1x1 m2 using 15,000 screws, and 178 hours of drilling, under the concept of “ Nailed it “ where every screw to the smallest detail was installed forming a man’s face shape. The poster was displayed in SACO’s main outlet among the Bosch IXO screwdrivers for 2 weeks, after that it started the, 20 stores of SACO, tour.