THE WOMAN BEHIND THE VEIL
Brand | AL RAJHI BANK |
Product/Service | WOMEN'S CARD |
Entrant | FP7/RUH Riyadh, SAUDI ARABIA |
Category | Integrated Campaign Led by Outdoor |
Idea Creation
|
FP7/RUH Riyadh, SAUDI ARABIA
|
Media Placement
|
FP7/RUH Riyadh, SAUDI ARABIA
|
PR
|
FP7/RUH Riyadh, SAUDI ARABIA
|
Production
|
MILLIMETER PRODUCTIONS Jeddah, SAUDI ARABIA
|
Production 2
|
PIXEL MOB Beirut, LEBANON
|
Brief Explanation
To promote Al Rajhi Bank’s first card that was built exclusively for women in Saudi Arabia, we created FIRST OUTDOOR CAMPAIGN IN SAUDI ARABIA WITH WOMEN ON IT, in a country where showing women on outdoor was unacceptable.
We took a plain mirror, placed it on a MUPI, armed it with a camera, linked to an NFC device, and a Bluetooth beacon.
MUPIs were installed across popular malls in Saudi Arabia.
The beacon inside each MUPI sent notifications and invited all who were women to check who we had in mind for the card.
And as they walked up, they saw themselves in our ad
They could get a picture taken, get it sent to their mobile and then, share it with their world
Each share became an ad for the bank.
Using the beacon notification, a link allowed women to contact the bank directly and start the application process.
Credits
Dany Azzi |
FP7/RUH |
Creative Director, Art Director, Copywriter |
Tahaab Rais |
FP7/MENA |
Regional Head of Strategic Planning, Copywriter |
Sanjay Kumar |
FP7/RUH |
Strategic Planning Director |
Marc Lawandos |
FP7/RUH |
Managing Director |
Jimmy Abboud |
FP7/RUH |
Senior Art Director |
Khalid Zahran |
FP7/RUH |
Digital Senior Graphic Designer |
Farah El Kadi |
FP7/RUH |
Digital Graphic Designer |
Hosam Mobarak |
FP7/RUH |
Head of Copy |
Najla Al Olayan |
FP7/RUH |
Senior Copywriter |
Sara Al Haian |
FP7/RUH |
Copywriter |
Mohamed Reda |
FP7/RUH |
3D Animation |
Firas Fares |
FP7/RUH |
Account Director |
Tala Alem |
FP7/RUH |
Senior Digital Account Manager |
Osama Barqawi |
FP7/RUH |
Production Manager |
Roy Chucri |
Millimeter Production |
Director & Editor |
Akram Douglas |
Millimeter Production |
Executive Producer |