2017 Winners & Shortlists

The Campaign

In a super digital world, where people are overwhelmingly on various social media channels, we found that onboard flights people are often disconnected from these distractions, which gives them the opportunity to reflect on what makes the national day so important. We gave them an opportunity to express through handwritten thoughts to the brave heroes who make the country and the people safe because of their sacrifices. We wanted to make this connection personal and emotional, from one human being to another, by passing the coldness and impersonal nature of digital interaction. The idea became so popular onboard and the emotional messages where so overwhelming, so we decided to expand it to airport lounges, malls, celebrities, government officials and Saudi embassies around the world.

Creative Execution

400 daily flights out of Saudi Arabia, carrying an average of 200 passengers per flight 7 airport lounges in major cities in Saudi Arabia (daily footfall of 7000 passengers) 30 Saudi embassies 8 provincial government headquarters 2 of the biggest malls in Saudi Arabia The campaign started on 10 September 2016 till 20 September 2016 for collection of messages and 21 to 23 September 2016 for delivery to soldiers on the front lines.

Results

60% response rate, in the form of filled eligible / readable and relevant post cards in addition to video message and twitter messages, handwritten messages at home non of which where requested or expected were received and passed on to the soldiers. Unprompted positive press and media coverage was received, major newspapers, TV channels covered the events in the malls

Saudi Airlines, the national carrier plays the role of connecting people in Saudi Arabia and around the world. Connecting the hearts of people in the occasion of Saudi National Day was the objective. Which was achieved by opening a direct open channel between the Saudi public and the soldiers on the front lines, telling them that they are never forgotten and National Day and Eid can only be celebrated because of their sacrifices.

Demographics included 4 years old to senior citizens (both male and female) from the working class all the way to Royal family and everyone in between. Call to action: "Send your thoughts to the hero soldiers on the occasion of Saudi National day" The main message was: "We live in it (Saudi Arabia), it lives in us"