2015 Winners & Shortlists

FLYNAS NATIONAL DAY FLASHMOB

BrandNAS HOLDING
Product/ServiceNAS AIRLINES
EntrantEPIC - FLIP IT Jeddah, SAUDI ARABIA
CategoryUse of promotional stunts/live advertising/live shows/concerts & festivals
Entrant Company EPIC - FLIP IT Jeddah, SAUDI ARABIA
Advertising Agency EPIC - FLIP IT Jeddah, SAUDI ARABIA
Production Company AL MADINA MEDIA PRODUCTION Jeddah, SAUDI ARABIA

The Brief

Saudis have a lot of pride in the celebration of their national day. But, they have a traditional approach to this day. We wanted to create a unique experience to celebrate the National Day in a traditional way by mixing a Saudi traditional dance.

Describe how the promotion developed from concept to implementation

A flashmob was personalized to make it relevant to the Saudi culture. The combination of Saudi dance fusion from different regions in the KSA was performed to unite the whole Kingdom 30,000 ft above ground. 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, 1.5m 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.

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

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.

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

The video itself reflected the joyful and upbeat spirit that Flynas wanted to share with their audience, showing the people that celebrating the pride of being a Saudi can be done anywhere, even on midair.

Credits

Name Company Role
Abdulrahman Albajrai Epic Epic Flip It Cfo
Saleh Albajrai Epic Epic Flip It Board Of Director
Nayef Katib Epic Epic Flip It Board Of Director