2016 Winners & Shortlists

SAMSUNG KALIMALOCK

Silver

Case Film

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BrandSAMSUNG GULF ELECTRONICS
Product/ServicePUBLIC AWARENESS
EntrantCHEIL MENA Dubai, UNITED ARAB EMIRATES
CategoryMobile Applications
Entrant Company CHEIL MENA Dubai, UNITED ARAB EMIRATES
Advertising Agency CHEIL MENA Dubai, UNITED ARAB EMIRATES
Production Company KRDS Paris, FRANCE
Production Company 2 MILKSHAKE MEDIA Dubai, UNITED ARAB EMIRATES

Creative Execution

On Arabic Literacy Day, 8th of January 2016, KalimaLock was launched in Google Play Store and Galaxy Apps for free across the GCC. Our key target audiences were schools and parents as they are the main figureheads who decide which apps, games and content will ultimately end up in a child’s mobile device.

Within the first week of its launch, KalimaLock received widespread publicity from over 27 major press and online publications in the UAE, Kuwait, Oman and Qatar – generating a total of 12,132,528 impressions. Although recently launched, KalimaLock has already gotten the attention of GEMS Education, the largest education provider in the region, who is looking to implement the app in all of its 44 schools, which will be used by over 104,000 students. At the same time, Samsung is currently in the process of launching an integrated digital and social awareness campaign to reach out to the public/parents – to educate and promote the use of KalimaLock not just in schools, but also at home.

With over 200 nationalities in the GCC, English is often the language of choice in schools and at home. This has directly affected the ability of almost 70% of Arab children to read and write in their native language. Knowing how children today are so attached to their mobile devices, Samsung, a global leader in Smartphones/Tablets, saw an opportunity to improve their literacy skills. And it was the simple action of unlocking a device that inspired the solution. KalimaLock (Kalima means ‘Word’ in Arabic) is a mobile app that turns the native lock screen pattern on Samsung devices into an Arabic word. So now, in order to gain access to their much-loved games/apps, children had to simply follow a predefined pattern of dots to learn how to read and write a new Arabic word (randomly selected from a library of words), every time they unlocked their device.

Credits

Name Company Role
Omar Al Jabi Cheil MENA Executive Creative Director
Baher Raouf Cheil MENA Associate Creative Director
Mihailo Rsumovic Cheil MENA Creative Technologist
James Tan/Hussein Kaddaha Cheil MENA Senior Copywriter
Marcia Johnston/Hiba Mirza Cheil MENA English Copywriter
Amr Elkouedy/Jagal Gopinath Cheil MENA Digital Art Director
Santosh Singh Cheil MENA Creative Services Manager
Jun Sun Park Cheil MENA Group Account Director
Nitin Baweja Cheil MENA Account Director
Ghada Abraham Cheil MENA Account Manager
Liliane Abu Khalil Cheil MENA Technology Manager
Senna Hazem Cheil MENA Social Media Executive
Marco Vocale Samsung Gulf Electronics Vice President
Chokalingam Purushothaman Samsung Gulf Electronics Head of Marketing/IM (Smart Phone/Tablets
Thomas Guenoux KRDS Director
Remy Blechschmidt KRDS Technical Producer
Rehan Haidri Samsung Gulf Electronics Manager - Brand Marketing
Dev Vaswani Milkshake Media Milkshake Media
Daniel Tudano Milkshake Media Director/DOP
Wynand Ott Milkshake Media Editor
Links
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