2015 Winners & Shortlists

The Brief

413 million users in the Arab world are projected to be on the Internet by 2015, yet only 3% of current online content is in Arabic. We wanted to target all Arabs in the region that used Arabeezi online. These people found it "uncool" to write Arabic content using Arabic letters. We wanted to: Minimize the gap between technology and the Arabic language by encouraging people to use the Arabic letters on SM platforms (hence promote the hand recognition feature by the note series). Encourage Arabeezi users to start using Arabic letters on social media and increase Arabic online content.

Creative Execution

We came up with trendy designs of the 28 alphabets of the Arabic language and invited people to use and share them. The letters were all over social media. People started tagging each other with letters corresponding to their names and changed their profile pictures accordingly. A variety of random online users contributed with their own innovative designs, adding their own unique twist to the concept. We created an event in which people were invited to join us in celebrating the Arabic language on the 18th of December. 35’000 Facebook users responded to our online event invitation and engaged constantly.

Describe the creative solution to the brief/objective.

The campaign aimed at engaging as many people as possible, while making sure that people used Arabic letters to write in Arabic and not Arabeezi. Interms of metrics, we measured the activation interms of: reach number of posts engagements on posts (be it retweets, shares, favorites, comments) Our key objectives were to enrich Arabic online content by: Capitalizing on the Arabic Language Day (18th November) and making it a recognized day by Arabs in the region Encouraging people to use Arabic letters on Social Media platforms, inorder to increase online Arabic content by recreating letters in a modern attractive manner

Results

On the 18th of December, the # was used in Arabic sentences more than 25,000 times. We reached 177 million out of 422 million Arabic speakers. 122,000 online posts were created The average use of our hashtag was 25 tweets per hour in Arabic. The hashtag scored 821’104’000 impressions The effect was so massive that we were featured in news. Almost every local radio station, newspaper and online news portal mentioned our hashtag, also inviting people to write in Arabic. We were mentioned in some international TV stations. Our hashtag was one of the most trending in the Arab world.