2017 Winners & Shortlists

The Campaign

The idea is to partner with Careem, which is one of the most used public transportation forms in the Kingdom, to offer free rides for females from home to Nahdi outlets so they can get what they need.

Creative Execution

Starting on social media and YouTube, , we invited customers to order a car through Careem, a popular app-based car booking service, and benefit from a free ride to the closest NAHDI pharmacy for their personal shopping there. The initiative struck a chord with our female audience and after the first shock wave, we moved the campaign to outdoor media, asserting our invitation to visit our branches, free of charge. Next step was the BTL: we placed leaflets in all 200 NAHDI pharmacies in Riyadh, hanged some on door-hangers in residential buildings, and sent SMS to all Careem users. A pop-up advert also appeared on mobile phones holding the Careem app

Our initiative delivered brilliant results, increasing footfall by 20% in October reaching a record breaking 40,000 customers per day (Nahdi retail audit). The social and video spread was outstanding. Reach flew over the roof with an optimized CTR and CPV 25% lower than the industry benchmark (Starcom Saudi Report)

Nahdi Careem campaign derived from one of the most significant insight in Saudi Arabia, women are not allowed to drive. This state of fact, was influencing the footfall to Al Nahdi pharmacies. The idea was to break this taboo and create free rides from home to Nahdi outlets for women in Riyadh.

Insights, Strategy and the Idea

In Saudi, women driving is a social taboo. This has affected retail business targeting women significantly yet silently. And although many alternatives were there, like Taxis and Personal Drivers, it is believed that it was only the boom of car ride apps which gave women the relief they were looking for with all the privacy and choice architecture it has delivered. Our aim is to design a new choice architecture that goes inline with this global trend by offering a free ride to Nahdi through Careem which is known to have a very huge customer base due to many exclusive advantages that it has over competitors. We showed our customers the appreciation they well deserve by announcing that our service is completely free of charge.