2016 Winners & Shortlists

The Campaign

The consumer electronics market in Saudi is flooded with similar offers, promotions and is constantly cluttered with new comers and identical communication. Jarir being the leading tech retailer in Saudi needed to communicate its edge and stand out from the competition. Going with traditional media was a bit risky as our message would be diluted in a communication jungle of promotions and counter promotions. However, knowing that Saudis are addicted to online content, our strategy was to give them something they love to consume. And their favorite past time habit is YouTube. In Saudi it reigns supreme. So we decided to create funny web series depicting 2 young men buying the same technology. The only difference was that one is buying his gadgets from Jarir while the other was trying to outsmart him and buy his gadgets from other places only to end up with undesirable results and mishaps. In total we created 4 webisodes depicting 4 scenarios and posted it on Jarir YouTube channel.

The webisodes were a huge hit scoring between 1.7 million views and 3.7 million; more than any other video posted by Jarir and ranking among the top scoring videos during its airing week. In total we had 8.7 million views and thousands of likes. But the cherry on top was an increase of 13% in sales of gadgets and electronics in comparison to the same period of last year