2016 Winners & Shortlists

The Campaign

Key insight: Arab Nationals are fiercely proud of their country or Ardhi (My Land) but consider Land Rover as an outsider ‘not for me’. Stories that define the heritage, culture and character of their land resonate with them. Our objective was to reconnect with Arabs within a context that is relevant for them. The Hejaz Railway project offered such an opportunity where we could use the historical context of triumph over terrain and environmental adversity. The 100 year old railway line was used in the early twentieth century and stands testimony to the spirit of the Arab people who built the track against adverse terrain and climate conditions. The campaign started with a teaser video seeded across YouTube, Facebook, Twitter. One week later the first episode was released generating 1.5M video views across the channels. The 2nd episode that was published a week later was even more popular and generated 2.3M video views. The last episode was the most successful and engaging, generating 3.3M video views and over 24,000 likes. The main idea of the campaign was to publish the content on social channels as it can create the most intimate relationship with the target audience. Moreover, their feelings and sentiments can be easily expressed online.

On Youtube, almost 3.5M video views and 17,500 earned views have been reported (to date). Facebook: Almost 3.7M video views have been recorded with an average engagement rate of 18% 884 Comments, 52,900 Likes and 10,350 Shares The last episode (Episode #3) attracted almost 4,000 sessions - to the main Hejaz landing page on Land Rover MENA website and also received 24,094 Likes, the content was shared 5,100 times and generated 437 comments people registering their interest in the Hejaz railway rediscovery - it drew all the right attention to the brand and helped promote the heritage of Saudi Arabia. PR Value / Reach figures for Hejaz to date: PR Value: USD 358,309 Reach: Over 137M