2015 Winners & Shortlists

The Campaign

L’azurde, the kingdom’s leading jewelry brand for many years, had noticed a drop in sales, primarily among its classic collections. The Saudi women’s mindset was changing given the social and professional restrictions they face, and a great many of them were beginning to challenge the norm and assert their independence. So how could we appeal to the growing audience of more modern and forward thinking Saudi females? We collaborated with a Saudi fashion designer Alanoud Badr, a style icon and media star (also known as Lady Fozaza) who was a great representation of the modern Saudi women- a woman who has ‘made it’ through her own efforts and even, at first, against her father’s wishes Together we designed a new and contemporary range of jewellery, branded ‘Hilm’ – or in English, ‘Dream’. Under the banner of ‘Dare to Dream’, ‘Hilm’ became more than just a jewelry collection, it symbolized the ability of women to conquer fear and pursue their passions. Furthermore, by using Lady Fozaza to endorse the brand statement and making it her mission to empower women Dare to Dream became a platform that provoked a huge response from fans and the wider media. “Hilm” generated over $500,000 in free publicity and exceeded its monthly sales target by a huge 300% - making it the company’s best-selling collection in years, and the perfect example of Celebrity endorsement done right.

The Brief

L’azurde had lost relevance with the young Saudi women and we wanted to find a way to reconnect with them.To give the brand credibility,we collaborated with a celebrity relevant to today’s Saudi woman,that would make our products relevant to increase our sales.We researched a number of celebrities who could represent the modern Saudi woman:ranging from Joelle to Zuhair murad but the clear winner was Alanoud badr, a Saudi style icon. We wanted to engage key media to secure news exposure, Generate positive press coverage, showcase the new collection and provide media with an experience that brings to life Dream Collection characteristics

Results

Despite the tight media budget, the campaign generated over $500,000 in free publicity, exceeding its monthly sales target by 300% - the best-selling collection in years. And in just two weeks, L’azurde increased its Facebook following by 26%, with 16,000 people viewing the jewelry online.

Execution

To seed news about the collaboration between Lady Fozaza and L’azurde,we used social media to announce the collaboration and provide anticipation for the new collection,with teasers of the new designs. Furthermore,press releases were released in key publications announcing the collaboration, followed by interviews with newspapers,radio & TV shows that our target follows such as sayidaty,layalina ,UFM We launched with a press conference inviting Saudi media with Key messages • The Dream Collection is the special collection designed by Lady Fozaza for L’azurde • The dream collection is inspired by the passion and motivation for achieving our dreams in life • The collection will have 3design lines that reflect the passion and energy needed to achieve our goals and dreams Followed by a press campaign,continued social media support showing Fozaza in ambitious and socially controversial female roles,such as the pilot or horserider&VIP events within L’azurde stores where women could meet Fozaza

The Situation

L’azurde, the kingdom’s leading jewelry brand for many years, had noticed a drop in sales, primarily among its classic collections. The Saudi women’s mindset was changing given the social and professional restrictions they face, and a great many of them were beginning to challenge the norm and assert their independence. L’azurde needed to make its designs and the brand relevant to the modern day Saudi woman.

The Strategy

We didn’t collaborate with just any celebrity but with a Saudi fashion designer Alanoud Badr,a style icon and media star who was a great representation of the modern Saudi women,a woman who has ‘made it’ through her own efforts and even,at first,against her father’s wishes Together we designed a new and contemporary range of jewellery, branded ‘Hilm’ or in English,‘Dream’. Under the banner of ‘Dare to Dream’, ‘Hilm’ became more than just a jewelry collection,it symbolized the ability of women to conquer fear and pursue their passions We used Alanoud to endorse the brand statement and made it her mission to empower women;we launched with social media posts provoking a huge response from fans and the wider media.To further fuel the conversation, we depicted Lady Fozaza engaged in ambitious activities that have caused some controversy for women in recent years in Saudi, such as flying a plane and horse riding