2017 Winners & Shortlists

HASSA ELIYA (NOW IS MINE)

BrandZAIN IRAQ
Product/ServiceTELECOMMUNICATIONS
EntrantJ. WALTER THOMPSON BEIRUT, LEBANON
CategoryUse of Social Platforms
Idea Creation J. WALTER THOMPSON BEIRUT, LEBANON
PR J. WALTER THOMPSON BEIRUT, LEBANON

The Campaign

Zain Iraq launched a program entitled HASSA ELIYA – NOW IS MINE, a digital platform that creates opportunities for the youth across lifestyle interests and job sectors. Among those initiatives, a Facebook page serves as a platform for young Iraqis to submit their ideas, projects and dreams and Zain Iraq will select a number of those suggestions and support their future development. To launch this program, Zain Iraq went out on a 9-month mission to find hope in turmoil. Consequently, 17 underground artists were discovered from different regions and backgrounds across Iraq and together they collaborated with top professionals in the region to put together an empowering anthem inviting the youth to share their talents and dreams. The anthem was launched through a video clip, it was then followed with a heavy media campaign calling on people to share their dreams, as well as, an aggressive PR strategy.

Creative Execution

The anthem was placed where the youth are, online and spilled the communication over to offline. followed by TV coverage on all media channels across Iraq. The main channel used was Facebook as it is the biggest platform in Iraq. We started with native videos to ensure high visibility. When the video became viral, we directly launched the platform as a separate Facebook page and made sure to keep all the experience on Facebook. Later that week, when the hype on Facebook was at its paroxysm, we released the ad on the main TV channels in Iraq to be able to target the young masses, they felt that a movement was born. (TV remains the main media channel consumed in Iraq, even by the youth). The anthem was also released on YouTube, to make sure the momentum keeps on building.

- The anthem attracted five million Facebook and YouTube views within 72 hours of launch and to date, the anthem has gotten 16 million views and 70 million impressions. - The campaign received $410,000 in PR value. - The artists became celebrities getting coverage both locally and regionally. - the Hassa Eliya Facebook page received around organic 250,000 fans, total engagement 545,545 and 6,000 Iraqi hopefuls submitted their dreams and projects in the hopes to be discovered too. - The brand relevance metric increased for the youth from 74 to 97 (31% increase) (Source: Ipsos Brand Health Tracker for Zain)

Communicating hope in a country torn apart by bloodshed and extremism….is almost ridiculous. Yet, Zain Iraq created HASSA ELIYA – NOW IS MINE, a program empowering the Iraqi youth to speak up and follow their dreams. They went out on a 9-month mission to find hope in turmoil. 17 underground artists were discovered and together they launched HASSA ELIYA through an anthem inviting others to raise their voice. The campaign got more than 16 million views, the artists got local & international coverage and around 6,000 Iraqis shared their dreams in the hopes to be discovered too.

Insights, Strategy and the Idea

In Iraq, brand loyalty runs low, especially in the Telco industry, people simply follow the lowest price or the best offer for the lowest price. More importantly, the youth have lost hope in tomorrow. Opportunities have become almost inexistent. They have settled for any opportunity that comes their way. Anything that meets their immediate needs. In order to give a chance to the most promising and resilient demographic in the market, Zain Iraq opened its own playing field by launching a corporate campaign a little different than what is usual in Iraq. Zain Iraq launched a platform targeted to the youth to send a single message that does not promise lowest prices or best offers, but simply, there is hope in the midst of conflict and turmoil. We gave them back control of their future by opening up a world of opportunities that caters to everyone.

Credits

Name Company Role
Nicolas Geahchan J. Walter Thompson Beirut Regional Executive Creative Director
Laila Agassi J. Walter Thompson Beirut Creative Director
Alaa Ghazzi J. Walter Thompson Beirut Associate Creative Director
Dina El Khouri J. Walter Thompson Beirut Art Director
Alissar Daher J. Walter Thompson Beirut Copywriter
Billy Baz J. Walter Thompson Beirut Group Account Director
Mohamad Kobrosly J. Walter Thompson Beirut Account Executive
Suzanne Talhouk J. Walter Thompson Levant PR Director for the Levant region
Farah Elbeaini J. Walter Thompson Beirut Public Relations Executive
Hussein Abulmaali J.Walter Thompson Baghdad Account Manager
Suhail Hussein J.Walter Thompson Baghdad Senior Account Executive
Kameel Kareem J.Walter Thompson Baghdad Graphic Designer
Haider Jraidan J.Walter Thompson Baghdad Executive Creative Director
Links
Social Media URL