2016 Winners & Shortlists

Brief Explanation

The client’s objective was to increase its involvement with the community by communicating a message about the issue of discrimination against non-Saudis in the Kingdom. Research has revealed that one third of the population of Saudi Arabia is made of non-Saudis. The Languages in the cover were chosen based the number of non-Saudis living in Saudi Arabia. The idea was relevant to the client in its choice of song because the brand is heavily tied to the culture.

Results and Effectiveness

The communication boosted the brand image and helped integrate the client further into the community by contributing in the discussion of issues society cares about. The brand image has changed to a bold and outspoken one.

Creative Execution

The media team chose social media influencers that are related to national issues and usually discuss the topic. Twitter was chosen as the main channel because it is the best platform to start a discussion that everyone can be a part of. The hashtag released with the campaign was used to express opinions and discuss ideas. Youtube was the secondary channel as it assisted distribution through in-stream ads and also complemented conversations that started on twitter.

Insights, Strategy and the Idea

The primary target audience is non-Saudis. The relationship between them and the brand is that the business behind it was built using their experience and labor so the client wanted to show gratitude. The secondary audience is Saudis and relationship between them and the brand is the culture itself. The client’s brand is local and and that is embedded in all of its branding. The channels were chosen based on their effectiveness in starting a discussion around a topic that is very debatable.