2017 Winners & Shortlists

MAKE TIME YOUR OWN

Client/BrandAHMED SEDDIQI & SONS
Product/ServiceLUXURY WATCHES & JEWELRY
EntrantLEO BURNETT BEIRUT, LEBANON
Type of EntryCraft
CategoryStorytelling
Idea Creation LEO BURNETT BEIRUT, LEBANON

The Campaign

Look at your watch. Do you see a set time or do you see that you’re running late again? Or that you’re possibly on schedule? Maybe you see that’s it’s time to get things done. That it’s still too early to call it quits. Or simply you just read 11:53. Everyone has a personal relationship with time. Beyond a number, we see time as our ally or adversary, and we forge a human relationship together whether we lead or we follow. Ahmed Seddiqi & Sons curates time, personalized for those who appreciate this relationship, whether it’s a tug of war or a tender tango. “Make time your own” was born, an idea that captures the essence of our human relationship with time, matched with a time piece that tells the same story.

Creative Execution

Campaign comprised of a multi-visual print campaign targeting the different profiles and their respective relationship with time – the achiever always on time, the one who controls time, the romantic who lets time slip away etc. The campaign kicked off in March 2016 with the first 2 visuals featured in targeted local and Pan Arab lifestyle, fashion, trade publications and newspaper dailies geared towards the specific profiles. Social media was simultaneously rolled out with teaser posts on Instagram & Facebook driving awareness around the campaign and traffic to “MakeTimeYourOwn.com” - a content laden microsite designed to appeal to the different profiles with topics pertaining to the essence of time, the category and relevant lifestyle stories. New content stories were uploaded and refreshed with Instagram posts directing consumers to further explore their relationship with time on the microsite during the launch phase of the campaign.

The website’s aim was to broaden Seddiqi’s target audience and establish them as a reference for luxury watches not only in the UAE, but worldwide. As such, 70% of visits were from outside the UAE, despite circulating completely organically. It was shared around amongst international circles, leading to a large amount of visits from Russia, the UK and the US. Russians seemed to be particularly interested in the website, with their average session time lasting over 4:30 minutes and the bounce rate (rate at which people exited the website instantly after visiting it) being under 10%. This is a key auxiliary-market for Seddiqi, as it has massive spending power. The website received over 3500 visits. These visits then trickled down to the main Seddiqi website to view the watches featured, inquiring about price and availability.

Profiling people through qualitative and quantitative work. Identified 4 profiles, men and women, HNWI, with prototypical lifestyles and passion points. Their relationship with time and lifestyles were reflected in the different visual executions and story angles explored through a digital platform and social media to bring to engage with consumers in a relevant, content driven manner.

Credits

Name Company Position
Bechara Mouzannar Leo Burnett Beirut Chief Creative Director
Malek Ghorayeb Leo Burnett Beirut Regional Executive Creative Director
Youssef Naaman Leo Burnett Beirut Regional Managing Director
Yasmina Baz Leo Burnett Beirut Regional Creative Director
Lea Salibi Leo Burnett Beirut Creative Director
Vanessa Khoury Leo Burnett Beirut Art Director
Andrew Assi Leo Burnett Beirut Copywriter
Lama Bawadi Leo Burnett Beirut Senior Copywriter
Tamara Chehade Leo Burnett Beirut Junior Art Director
Lara Akkari Leo Burnett Beirut Regional Communication Director
Manal Khater Leo Burnett Beirut Regional Strategy Director
Haifa Harfouche Leo Burnett Beirut Communication Executive
Philippe Araman Leo Burnett Beirut Participation lead
Tony Kayouka Leo Burnett Beirut Digital delivery
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