2015 Winners & Shortlists


Short List
Product/ServiceNOTE 4
CategoryUse of social in a promotional campaign
Entrant Company LEO BURNETT Amman, JORDAN
Advertising Agency LEO BURNETT Amman, JORDAN

The Brief

With the rise of the internet and due to globalization, the use of Arabic is slowly fading away. Unfortunately, this gave birth to what’s called now “Arabeezi” or Franco-Arabic. What’s alarming is that if this trend continues the Arabic language might cease to exist one day We wanted to transform people’s behavior by raising awareness towards the International Arabic Language Day and increasing Arabic online content. Our main goal was to re-instill pride in our language and remind people how beautiful the Arabic letters are, encouraging them to revive the Arabic language online.

Describe how the promotion developed from concept to implementation

To increase the usage of the Arabic language on social media platforms, we tackled this challenge in a unique manner through distinctive designs and a friendly approach. We redesigned the twenty-eight Arabic letters adding a modern twist to encourage sharing them on social media channels. We also approached online well known influencers to support the cause and spread the Arabic letters across different social media platforms. An on ground activation was set for people to interact and share their love towards the Arabic language via a mobile application that was created and projected their entries on our social media channels.

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

35’000 Facebook users responded to our online event invitation and engaged constantly. On the 18th of December, the # was used in Arabic sentences more than 25,000 times. Our messaged reached 177 million out of 422 million Arabic speakers. The average use of our hashtag was 25 tweets/hour in Arabic. The hashtag scored 821’104’000 impressions. Our movement gave birth to 122,000 online posts written in Arabic, reminded 177 million people of the beauty of our language and its letters and ensured that the Arabic language will live on as long as we champion it.

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

With the launch of Samsung Note 4, the initial campaign really focused on its capability of recognizing Arabic handwriting through the S-Pen. It was the first of its kind. The campaign revolved around an integral idea that Arabic language and technology could go hand in hand. It also pointed out that global innovations could be customized for our Levant region, in order for them to be more relevant to our culture and our society as a whole. We saw this as a great opportunity that we could capitalize on to revive the use of Arabic language, especially online.


Name Company Role
Bechara Mouzannar Leo Burnett MENA Chief Creative Officer
Malek Ghorayeb Leo Burnett Regional Executive Creative Director
Joelle Jammal Leo Burnett Amman Managing Director
Rand Khawaja Leo Burnett Amman Com. Director
Souha Samaha Leo Burnett Amman Com. Manage
Mohammad Al Amad Leo Burnett Amman Com. Executive
Mayadah Abu/Shaar Leo Burnett Amman Senior Arabic Copywriter
Khalil Khattari Leo Burnett Amman Social Media Manager
Samar Majali Leo Burnett Amman Senior Community Manager
Siba Zada Leo Burnett Amman Junior Community Manager
Sary Najjar Leo Burnett Amman Creative Director
Aram Tamanian Leo Burnett Amman Senior Art Director
Omar Al Zobi Leo Burnett Amman Senior Art Director
Selena Abeqwa Leo Burnett Jordan Desktop Publisher
Akram Zeiq Leo Burnett Amman Production Manager
Abdallah Abu Said Leocomm Pr Manager