Brand | ALMARAI |
Product/Service | ALMARAI NATIONAL DAY |
Entrant | LEO BURNETT Riyadh, SAUDI ARABIA |
Category | Use of Social in a PR Campaign |
Idea Creation
|
LEO BURNETT Riyadh, SAUDI ARABIA
|
Media Placement
|
STARCOM Riyadh, SAUDI ARABIA
|
PR
|
LEO BURNETT Riyadh, SAUDI ARABIA
|
Production
|
LEO BURNETT Riyadh, SAUDI ARABIA
|
The Campaign
To change the public perception of the Kingdom’s true wealth being nothing more or less than oil and to define the true wealth of the Kingdom.
Execution
To intrigue the public, we began the campaign with an on ground mystery; unbranded oil barrels placed around the country with an open ended statement “Our real petrol…”. To trigger online conversations we encouraged influencers to question the meaning of the barrels. On the National Day, we launched a video explaining the purpose of the barrels and its true meaning as a symbol of true Saudi youth potential. The video contained replicas of the barrels, only this time with the statement “Our real petrol is our ability” – which was also the hashtag used during the reveal stages of the campaign.
Online conversation about the barrels went viral. People began to guess and debate over what the barrels really mean across a number of social media platforms. 9 days after revealing an Almarai branded video, which explained the true purpose of the campaign, we achieved the following;
- Over 12 million Video Views
- Over 60 million Impressions
- Over 10 million Post Engagement
- Organic coverage by major media brands such as MBC
In line with governments Vision 2030 plan to motivate Saudi youth, the campaign found a place for itself as one of the most effective empowerment campaigns for the youth.
The Situation
This campaign uses mixed media ranging from on-ground, video and social media that lead to and generated a great deal of public conversation regarding a national topic and ultimately build brand equity on behalf of Almarai.
The Strategy
Studies showed there has been a sense of panic of how Saudi will continue to prosper in an economy without petrol.
In order to revive the confidence of the public for a bright future, the Saudi Government introduced a new vision to be implemented by the year 2030.
We took this as an inspiration to target the young generations of Saudi Arabia and motivate them with a mindset that they are the future and that their capabilities are fundamental in the prosperity of the Kingdom.
By using ambient activations and the activation of leading social influencers across different social media platforms, our intention was to allow the idea to spread and grow organically by force of conversation and public voices.
Credits
Bechara Mouzannar |
Leo Burnett |
Chief Creative Officer |
Mohammed Bahmishan |
Leo Burnett |
Executive Creative Director |
Alexandre Choucair |
Leo Burnett |
Creative Director |
Noor Wafa |
Leo Burnett |
Arabic Copywriter |
Ahmad Abu Zannad |
Leo Burnett |
Head of Strategy |
George Maktabi |
Leo Burnett |
Regional Managing Director |
Mazen Mitri |
Leo Burnett |
General Manager |
Thierry Chehab |
Leo Burnett |
Sr. Art Director |
Links
Video URL