2018 Winners & Shortlists

The Campaign

We wanted to empower Saudi Arabia’s youth to design our cabin crew uniform themselves. Could they do it? We wanted to provide them with a platform from which they could bring their imagination to life by designing the product themselves.

Creative Execution

The strategy was executed through a social media contest open to all Saudi-based designers. Design submissions were hosted on Instagram, supported by communication via Twitter and Facebook. We created a briefing video outlining our expectations and giving young designers clear instructions on their submissions. The contest opened on Feb 2 and we accepted entries until Feb 19. On Feb 21, the jury, consisting of flyadeal’s top management and functional Heads, evaluated all the entries. Five finalists were selected and given feedback on their submissions. Three designers out of the initial 5 selected were submitted for a public vote, from Mar 20 to Mar 27. The winner was announced on 3rd April.

The campaign was a huge success. We received over 700 designs from 142 young Saudi designers. Through social media, we reached 8.1M people, with almost 700K video views and 734K post engagements. Our campaign created a buzz online and was featured in several news publications such as the Saudi Gazette. This case shows how a company can co-create a key element of customer experience through social media while building a compelling shared value for the brand. It has also shown how fast the Kingdom is changing and how Social Media is impacting this change.

In the planning stage, the flyadeal team engaged with female fashion students and designers. The results of consultation sessions with the female students were unequivocal: young designers are willing to push the envelope of female dressing code for professional uniforms in KSA. The insight behind the strategy was very simple: we found that flyadeal’s audience is eager to co-create the future. A successful brand should have the courage to embrace it. The strategic choice followed: flyadeal will engage the creativity of young Saudis, to design the Uniform for the cabin crew. flyadeal targeted the digitally savvy youth, so the company initiated a social media contest for young Saudi designers. Instagram was selected as the main platform since its a visually based competition, and Twitter and Facebook provided support.