2017 Winners & Shortlists

SAWA BOLLYWOOD NIGHTS

BrandSAUDI TELECOM COMPANY
Product/ServiceSAWA INTERNATIONAL CALLS RATES
EntrantENSO Riyadh, SAUDI ARABIA
CategoryFinancial & Business Products & Services, Commercial Public Services
Idea Creation ENSO Riyadh, SAUDI ARABIA

The Campaign

we created a series of movie nights (for the first time in the ksa knowing that cinema is restricted). we targeted the consumers with what they miss from their country - bollywood movies. our creative message: "our brand closer to your world with the best international call rates." we executed the bollywood nights live shows in riyadh public gardens for a period of 3 weeks.

Creative Execution

the bollywood night activity was set on selected fields with more than 100m of 2.5m high banner barriers, 12m led screen and sound set up for a movie night experience inside the city public gardens. the campaign mesage "closer to your world" were featured on all barriers and marketing collaterals bollywood movie night tickets were distributed to reserve seats also a targeted sms for location was sent to the consumers. light snacks - pop corn, juices and water, were distributed in the event as part of the movie night experience sales team were present in the venue to capture immediate sales transactions live breaks during the movie were created to feature our brand advertisements and animations and rafle draws for valuable brand prizes.

Results

The initiative built affinity with our consumers, as it was relevant and came as a surprise element in public gardens for the first time… also the first time to make a real time cinema in the ksa… Saudi's were demanding movie nights targeted to them. We created a link to their countries from Riyadh with native language movie night from Bollywood. With a very limited budget put behind the 3 events, targeted SMS, the event managed to attain great results. - local calls on event days from event area picked up to +100% as dwellers came and called their friends to attend with them - 100% positive sentiment was generated as everyone was expressing their enthusiasm for the idea which grew to praising our brand for being closer to their world - un measured group chat messages were generated from the event area with selfies.

THE CAMPAIGN WAS DEVELOPED ON DIRECT MARKETING GROUNDS AS A LEADING COMMUNICATION CHANNEL TO CHANGE TARGET AUDIENCE PERCEPTION ABOUT OUR BRAND AGAINST COMPETITIVE PROMOTIONS

the strategy was to select neighborhood public gardens and bring the asian expats to attend a live movie show which will then be virally spread through their group chats and social media pages. network and call analysis were used to assign the region/city most affected if users folow the current competitive promotions. with limited budgets & entertainment for the targeted audience, bollywood movie night was the breakthrough to win the preferability of the consumers & make our brand closer to their world. a bollywood cinema set up was built in the public gardens of the assigned areas being the public gardens they usually go to on week ends to have a day of leisure activities

Credits

Name Company Role
HESHAM AL JASER STC DIRECTOR OF PR AND ACTIVATIONS
MESHAL AL MALKI STC MANAGER DIRECT MARKETING
SAAD ACHKAR ENSO GENERAL MANAGER
RICK SAMPAN ENSO DESIGNER
BASEM HASAN ENSO PRODUCTION MANAGER
MILAD MASAAD AV SOLUTIONS AUDIO VISUAL PROFESSIONAL
OMRAN SALEM ENSO MANAGER DIRECT MARKETING
AHMAD AL SAHAF STC GM MARKETING & COMMUNICATIONS
AMAZON AMAZON.COM EVENT SCREEN CONTENT SOURCE (MOVIE)
JAD HADAD JWT ASSOCIATE BUSINESS DIRECTOR