2018 Winners & Shortlists

BANK AL ETIHAD'S MILLION CAMPAIGN

BrandBANK AL ETIHAD
Product/ServiceTHE MILLION JOD PRIZE
EntrantTHE ONLINE PROJECT Amman, JORDAN
CategoryUse of Branded Content created for Digital or Social Media
Idea Creation THE ONLINE PROJECT Amman, JORDAN

The Campaign

Our past experience has proven that being relevant and using the right media for it has worked, so how do we raise the bar this time? We looked at Jordanians' behavior online, and looked at viral content that was shared by Jordanians, we studied the elements for launching a viral conversation and implemented. The campaign was kicked off through the online communities across all social media platforms. Three elements played a major role in the virality of the campaign: 1. Relevance. 2. Simplicity. 3. Emotional connection towards the grand prize. A seed was planted by a small group of Facebook users and Bank Al Etihad took it from there by replying to all of these fans in a witty and smart way.

Creative Execution

The online conversation (Happening mainly Facebook and Twitter) by users ran for three days over the weekend, the Bank responded to almost every public mention with witty and creative replies that drove more conversations. - On the fourth day, our posts targeted brand for almost 10 days, we redirected brands’ messaging to mention the million, and brands loved it because it was flattering, they replied with witty content to Bank al Etihad’s posts. Other brands’ jumped in and created their own “million” version of the brand messaging. The posts were a mix of still images and videos. 3 hero videos were created, hijacking 3 famous things: Snickers ads – Brave Heart – Trivago. - Tactical posts with the objective of generating leads were posted throughout the campaign, leading to mobile-responsive lead form. - Also, a special execution placed on three of the top online news portals in Jordan.

Amended: -Around 15,000 mentions were received in the teasing phase. Bank Al Etihad went the extra mile with many users. For one specific user for instance, she used the hashtag #??_???_????? by sending her 100 balloons. Her thank you post received over 48 shares on Facebook, not to mention the big number of stories that were shared on Snapchat and Instagram. -A series of visuals with the same concept were posted throughout the duration of the campaign. Total Reach was 6,860,882 and interactions 30,756 - The three videos’ reach was 4,145,646, with 297,626 interactions, and 3,163,849 views -Over 50 local brands have ridden the wave and engaged with us using the same concept of the campaign, this generated huge engagement and word of mouth marketing. -Results were fascinating and was acknowledged by many marketing experts and online influencers. - Total number of leads to the form was 8,376

The campaign was the talk of the town in Jordan, it was impossible for social media users not to hear the word million and relate it instantly to Bank al Etihad. The objective of the campaign was achieved, which is ensuring that Bank al Etihad's one million prize is on everyone's mind.

Insights, Strategy and the Idea

The target audience consisted of online users in Jordan, depending on the artwork used (when hijacking other brands messaging), we segmented the audience based on their age. Social media platforms used were Facebook, Instagram and YouTube. Tactical content was also used to target existing account holders to encourage them to deposit more into their savings account to increase their chances of winning. A creative execution on 3 famous online news portals were implemented. The approach was the following: 1. Have online users start the conversation about the Million prize announcement 2. We hijacked popular brands' messaging and redirected them to the million, we kept it genuine and flattering. 3. Tactical content that leads to a form in which users can request opening an account.

Credits

Name Company Role
Natalie Naber Bank al Etihad Senior Director | Corporate Communications and Marketing
Rula Halaseh Bank al Etihad Senior Manager | Advertising and Business Support
Saif Shaqman Bank al Etihad Client: Manager | Digital and Online Marketing
Ali Abdulhadi The Online Project Managing Director
Mira Hamati The Online Project Account Director
Moutasem Abu Ghosh The Online Project Account Manager
Lilit Melkonian The Online Project Community Manager
Jehad Haddad The Online Project Creative Director
Nihad Huzayen The Online Project Senior Creative Copywriter
Ayham Alasad The Online Project Jr. designer
Tamara Al Naji The Online Project Advertising Specialist
Elena Hoshe The Online Project Advertising Officer
Nadim Masri Arab Comics Actor
Mahmoud Darwazeh Arab Comics Actor
Shafiq Olabi SAE Director
Razan Zahidah The Online Project Multimedia Designer
Links
Social Media URL