2015 Winners & Shortlists

Results and Effectiveness

A large audience enthralled with the task of trying to guess the song Al Sarraf is playing, and starting a positive conversation on Jazeera’s social media platforms. Engagement with our posts increased to 75% vs. 27% the year before and we managed to drop negative conversations on our pages by 99%.

Creative Execution

We engaged with Kuwaiti talent Mohammed Al Sarraf, a personality who’s not only highly active on social media but also admired in Kuwaiti society for his instrument playing and song writing skills. We created 15 second teaser videos that were posted on social media platforms. Al Sarraf would play the intro to a song from a popular Ramadan TV series watched by millions, and we’d ask our audience to guess which hit show it came from, giving them the chance to win a ticket with Jazeera Airways to any of our destinations. The competition was called “Hear it. Guess it. Win it.”

Insights, Strategy and the Idea

During Eid ticket prices increase at the rate of 45-85%, often resulting in a large amount of frustration for our consumers, much of which ends up vented through Jazeera Airways Social Platforms. We needed to find a way to neutralize the negativity on our pages during this specific period. We realised that media habits change during Ramadan, whereby TV viewing hours increase by 15% with most people spending more time at home and watching their favorite Ramadan series. Social Listening proved, that a large amount of the also increasing traffic on social media, revolves around conversations related to those popular Ramadan series. We wanted to capitalize on this social media trend and link Jazeera Airways to this highly discussed topic during this period. We came up with the idea to create a competition that would invoke the spirit of Ramadan and effectively channel social media conversation.