2016 Winners & Shortlists

#RACE2LOVEJO

BrandABDALI INVESTMENT & DEVELOPMENT PSC
Product/Service#LOVEJO STRUCTURE
EntrantMEMAC OGILVY ADVIZE Amman, JORDAN
CategoryUse of Social in a PR Campaign
Entrant Company MEMAC OGILVY ADVIZE Amman, JORDAN
Advertising Agency MEMAC OGILVY ADVIZE Amman, JORDAN

The Campaign

People were not coming to shop, eat or rent space at the Abdali project, Amman's newest downtown. The project has faced the challenge of getting local and regional investors and general public to believe in its continuity and status as a Jordanian establishment. People were also hesitant to embrace Amman's new downtown as they perceived the old downtown to be the capitals' economic pulse. We were tasked to develop a PR plan to raise the visibility of the Abdali project by halting negative perceptions and having the public come and experience firsthand the exceptional synergy it offers. We presented to Abdali the building of a #LoveJo structure, an icon that would be a sought-after destination and picture opportunity within the city; the visibility and uniqueness of the structure in the Kingdom will increase footfall to the project and generate positive buzz. We invited the country’s top influencers to partake in a treasure hunt called #Race2LoveJo where they race to decipher various clues on Social media to reach six historical landmarks within the capital, ending with Jordan’s latest landmark, Abdali, where they will find the #LoveJo structure with a big celebratory reveal. Results were impressive. Not only did Abdali dominate the social conversation, but it was brought to the public eye again as the latest of many note-worthy Jordanian landmarks.

The Brief

The project faced the challenge of getting local and regional investors and general public to believe in its continuity as a Jordanian establishment. It was also viewed as an abandoned area due to a long construction freeze after the economic crisis of 2008, followed by a long construction period, which made people feel the project has not yet materialized, thus discouraging them from visiting. • Establish Abdali as an All-Jordanian destination. • Halt negative perceptions and raise the project’s visibility by having the public visit it and experience firsthand the exceptional synergy it offers.

Execution

We invited Jordan's top influencers to partake in a treasure hunt called #Race2LoveJo where they race to decipher various clues on social media to reach six historical landmarks within the capital, ending with Jordan’s latest landmark, Abdali, where they will find the #LoveJo structure with a big celebratory reveal. All invitations, clues, thank you letters were written in a poem format. Each clue started with a letter in the #LoveJo structure. The first clue for #Race2LoveJO was uploaded on Abdali's social platforms at 12:00P.M. Teams were given 45 minutes to figure the riddle that led them to a noted place in the capital. When all players of the team arrived, they were given a numbered flag. The first team to arrive was given a flag with the number one, and so on. The final destination, the #LoveJo structure was revealed as a surprise upon all the teams’ arrival to Abdali.

• #Race2LoveJo reached 10.1 million impressions within a 48 hour period. When benchmarked against other events that occurred in the country on the same day, the second most popular campaign, done by the national carrier of Jordan, Royal Jordanian, generated 5.7 million impressions. • We dominated the social conversation and the hashtag was trending online. • Visits to Abdali increased following the activation and the news spread virally, as the digital landscape started to fill up with photos of visitors at the #LoveJo structure. • Online users in Jordan were all chatting about the #Race2LoveJo, and the campaign generated increased awareness and brand affinity to Abdali. Abdali was brought to the public eye again as the latest of many note-worthy Jordanian landmarks.

The Strategy

We presented to Abdali the #LoveJo structure. To be placed in a prominent area in the project and feature a hashtag made famous on social media by the Queen of Jordan. We wanted to build a structure that would become a standout landmark in the capital, and position it as a gift from Abdali to the people of Jordan to mark their country’s 69th Independence Day. We also wanted to create an icon that would be a sought-after destination and picture opportunity; the visibility and uniqueness of the structure will increase footfall to the project and generate positive buzz. We decided to unveil the #LoveJo sign with an event that coincided with Jordan’s 69th Independence Day, a celebration that deserved recognition in the best way possible, and what better way than creating a unique social media experience, the news of which would spread virally in the digital landscape in Jordan.

Credits

Name Company Role
Habib Rihana Memac Ogilvy Advize Deputy Managing Director
Rana Masri Memac Ogilvy Advize Social Media Manager
Yazzan Kakish Memac Ogilvy Advize Senior PR Account Manager
Hala Kfoury Memac Ogilvy Advize Events Director/Business Development
Lana Cattan Memac Ogilvy Advize Senior Account Manager