2015 Winners & Shortlists

Results and Effectiveness

The Flynas flash mob was posted as a YouTube video that gained 1.2m views and 2,000 comments in just 3 days. Their twitter account reached 2.1 million, 1.5 million tweets, and 1.4m contributed on twitter about the flashmob. The most popular news outlets in KSA reported about it, including MBC and Rotana Khalijiya. The audience responses were mostly positive and admired the fact that certain boundaries have been pushed in Saudi Arabia. Also, the total sales impact on the national day campaign regarding the 84 SR domestic flights rose to 6,053 flights on the national day.

Creative Execution

The Flynas flashmob was posted as a YouTube video that gained over 1.2 million views in just 3 days. Other social media channels on Twitter and Instagram contributed to the video with positive results. Besides social media, the top KSA news outlets in Saudi Arabia such as MBC and Rotana Khalijiya covered the story expressing how unique and creative the flashmob was, and how Flynas pushed the border when it come to Saudi culture.

Insights, Strategy and the Idea

Saudis take a lot of pride on their national day celebration, but we wanted to create a unique experience of festivity for them to stick for years to come. The target audience ranges to all ages for an airline service, so we wanted to approach everyone in a way that they can relate to. A flashmob was personalized to make it relevant to the Saudi culture. The combination of Saudi dance fusion from different regions in KSA was performed to unite the whole Kingdom 30,000 ft. above ground.