2015 Winners & Shortlists

The Brief

The holy month of Ramadan is the time of the year when family reunites to spend quality time together. The problem was, as much as technology is used to enhance lives and relationships, the youth today are using technology to connect more with their friends than with their families. Samsung wanted to remind the youth on the importance of family and help bring them closer to their families.

Describe how the promotion developed from concept to implementation

We wanted to reach the youth in their favourite social media hangouts and create a really fun, shareable experience. So we started ‘Hala B Hali’, which in Arabic means ‘Embrace Family’. This was a social movement that invited the youth to take an old family photo, recreate the same situation and share it with their friends. By igniting fond memories, we hoped to remind the youth of how precious family truly is, inspiring them to – make their best moments then, their best moments now.

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

In the end, the Hala B Hali social movement generated lots of buzz on social media – reaching over 684,000 users on Twitter and over 4.3 million on Facebook. Our videos even gained over 1.7 million views on YouTube during Ramadan. This social movement was successful with our targeted youth segment and resulted in the campaign spreading beyond our intended market – the UAE. The movement was even exposed to countries across the Middle East, including Qatar, Kuwait, Bahrain, Oman and Saudi Arabia – with a total of over 6.7 million reached on social media in just a month.

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

Samsung as a global leader in technology wanted to advocate family togetherness during Ramadan. With ‘Hala B Hali’, this digital campaign showed consumers that Samsung was more than a brand that launches the latest technology, but one that cares for people and respects the culture and tradition – strengthening its corporate image, brand positioning and brand equity in the Middle East.