|Entrant||HILL+KNOWLTON STRATEGIES Dubai, UNITED ARAB EMIRATES|
|Category||Co-Creation & User Generated Content|
HILL+KNOWLTON STRATEGIES Dubai, UNITED ARAB EMIRATES
INITIATIVE MENA Dubai, UNITED ARAB EMIRATES
AD DIMENSIONS Jeddah, SAUDI ARABIA
HU MANAGEMENT Dubai, UNITED ARAB EMIRATES
Based on our own research with Global Web Index and Honor’s target market being Saudi Arabia, we were able to discover local insight about the audience.
We new that they were typically 16- 24 year old males living in urban areas around Saudi Arabia. We then looked at Repucom’s World Football Report, which highlighted that Saudi Arabia was ranked fourth for interest in football and in the top ten for participation in football.
This insight coupled with the fact that Saudi Arabia had just qualified for the FIFA World Cup 20118 in Russia made it clear that football was the key to reaching our target audience.
We wanted to challenge them to participate in our campaign, by using to prominent Saudi footballers as the catalyst. The idea here was to create 7 challenges and have the footballers introduce them to our audience across social channels.
Kicking off in mid-January, the seven-week-long campaign is live on Facebook, Twitter, Instagram, and YouTube with the below execution tactics:
1. Hero video with footballers challenging each other and asking fans to submit their own UGC using #Honor7XChallenge and @HonorArabia.
2. Inspiration Thursdays, with shorter videos of the footballers showing off their skills and reminding fans to do the same.
3. KSP Sundays, to ensure that the phone gets its own SOV with content highlighting its features and relating to the overall campaign with football-related visuals and elements.
4. Highlights Tuesdays, with a video published across our channels collating the best UGC received and making our audience the protagonists.
5. Winner Wednesdays, celebrating a winner each week to maintain the hype and excitement.
The campaign and promotion focused majorly on the KSA market with support to wider GCC countries, Egypt, and Iraq.
So far, the campaign has reached more than 13,000,000 people across our key markets and received 2,705,736 social engagement. In the first 3 weeks, Honor received more than 254 user generated videos across Twitter, Facebook, and Instagram. We're seeing videos from Saudi youth studying and residing abroad, across Canada, London and the US. We are receiving videos from Egypt, Iraq and Sudan. So far, we have had videos from aspiring children training at the LaLiga academy in the UAE to an older segment of Saudis in their traditional dress showing off their football skills. The Honor 7X Challenge received over 2 million impressions in publicity with online PR coverage across newspapers in Saudi, the UAE and Egypt. SOV on Google trends has increased against our competitors and brand mentions have spiked with more than 3.8K user mentions. More importantly, we empowered young Saudi’s to express themselves on a global scale.
This campaign leveraged a global entertainment event and merged it with local pride, as four Arab nations qualified for the World Cup. The unique aspect of this campaign is that the brand was not the sole content creator. Instead, it inspired young fans to create entertaining content with Honor, and publish it across all the channels that are most engaging to our audience. We excited fans with video content featuring some of their favorite football heroes, enticing them with a chance to win tickets to the World Cup and support their national team by doing what they love – football.
We launched the seven-week-long campaign with a video of two famous Saudi footballers showing off their skills and asking fans to submit the same on #Honor7XChallenge, for a chance to win a trip to the World Cup. We inspired our audience with weekly challenges of the footballers, displaying different skills and inviting our audience to participate in the campaign. We went beyond engaging with our audience on their videos; we celebrated their skills in a weekly highlights video, collating the best submissions. We also picked a winner each week who received a 7X phone signed by one of the players. At the end of the campaign, the seven winners will compete for fans’ votes on their videos and the top three will be sent to the World Cup. We used prominent influencers, Mo Sal and Mansor Ash to increase reach and participation through their own videos.