2014 Winners & Shortlists

The Brief

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. They needed to change this perception and to engage the online growing community, which now has high expectations of the brand.

Describe how the promotion developed from concept to implementation

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”. 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.

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

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

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

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.