2019 Winners & Shortlists

WARAK WARAK

Client/BrandBANK AL ETIHAD
Product/ServiceTHARAA SAVING ACCOUNT
EntrantJ. WALTER THOMPSON JORDAN Amman, JORDAN
Type of EntrySectors
CategoryFinancial Products & Services, Commercial Public Services, B2B Products & Services
Idea Creation J. WALTER THOMPSON JORDAN Amman, JORDAN
Production J. WALTER THOMPSON JORDAN Amman, JORDAN
Additional Company J. WALTER THOMPSON JORDAN Amman, JORDAN

Why is this work relevant for Direct?

The campaign ruled out the use of traditional media and engaged consumers in on-ground activations and direct marketing. The campaign was communicated through the distribution of produced items which are used in our day-to-day life through local merchants and small businesses such as grocery stores, sandwich shops, and cinemas, valet services and more.

Background.

Jordan, the country where the lottery is dead and bank prizes long live. Banks in Jordan attract deposits into their saving accounts by offering hefty prizes by big players in the market to a lucky winner selected through a raffle draw. The competition is fierce and the obvious differentiator amongst banks to attract consumers is the end of the year prize amount. The question is: how can a niche bank attract customers based on their communication and not the reward value? Simply, by communicating in reverse. We are not asking you to go after our prize, rather make our prize go after you. “Warak Warak” is a local phrase which translates to “We’re going after you, relentlessly” and so we did. In 2018, we let our prize peruse and follow consumers everywhere they went.

Describe the creative idea.

Bank al Etihad launched their end of year savings campaign by communicating “Warak Warak, to win the million”, which translates to "Going after you, relentlessly to win the million". The campaign did not just talk the talk, but it actually walked it. The strategy was to go after consumers everywhere and in anyplace; except for traditional media. A DM approach was taken were everyday items were produced by Bank al Etihad and distributed by small business to the consumer. Everything from coffee paper cups, pizza boxes, tissues boxes, air fresheners, valet cards and tens of daily items used by small businesses to package their goods and manage their services every day.

Describe the strategy.

A DM approach was taken were everyday items were produced by Bank al Etihad and distributed by small business to the consumer. Since our target was mass, we produced everything from coffee paper cups, pizza boxes, tissues boxes, air fresheners, valet cards and tens of daily items used by small businesses to package their goods and manage their services every day. Our brand message whimsy was not the only winner in this campaign and neither were the frequency and diversity of the communication channels in people’s words. Our campaign benefited local businesses who have received our branded materials and saved money by using our provided packaging solutions, items, and even online coverage and mentions.

Describe the execution.

A DM approach was used, were everyday items were produced by Bank al Etihad and distributed by small business to the consumer. Everything from coffee paper cups, pizza boxes, tissues boxes, air fresheners, valet cards and tens of daily items used by small businesses to package their goods, and manage their services every day. More than 75 merchants across the country made use of our branded items, starting October 21st till the end of December. More than a million placements were used in the form of branded items. Large scale

List the results.

Both online videos reached 1.3 million views each, the campaign generated more than 360,000 impressions and 339,000 USD worth of free media.

Credits

Name Company Position
Nadine Al Hadidi J.Walter Thompson Jordan Account Manager
Basel Jumaa J.Walter Thompson Jordan Creative Director
Haneen Dababneh J.Walter Thompson Jordan Account Executive
Sami Al Farah J.Walter Thompson Jordan Account Director
Mohammad Al Nazer J.Walter Thompson Jordan Art Director
Nadim Al Masri Arab Comics Scriptwriter
Mahmoud Darwazeh Arab Comics Comedian
Ali Abdulhadi The Online Project Managing Director
Rami Mohammad J.Walter Thompson Jordan Studio Manager
Rula Al Khadra J.Walter Thompson Jordan Managing Director
Anas Adeali J.Walter Thompson Jordan Digital Draphic Designer
Anas Odeh J.Walter Thompson Jordan Art Director
Dalia Al Nimer Luminous Productions Field Director
Khaldoun Oweiss Luminous Productions Operations Director
Shafiq Olabi Luminous Productions Director
Moatasem Abu Ghosh The Online Project Account Manager
Jehad Haddad The Online Project Creative Director
Lugein Al Fayez J.Walter Thompson Jordan Copywriter
Lilit Melkonian The Online Project Community Manager
Gilbert Abdallah J. Walter Thompson Associate Creative Director
Ramsey Al Naja J.Walter Thompson Jordan Chief Creative Officer
Chafic Haddad J.Walter Thompson Jordan Executive Creative Director
Chafic Haddad J.Walter Thompson Jordan Executive Creative Director
Chafic Haddad J.Walter Thompson Jordan Executive Creative Director
Chafic Haddad J.Walter Thompson Jordan Executive Creative Director
Chafic Haddad J.Walter Thompson Jordan Executive Creative Director
Chafic Haddad J.Walter Thompson Jordan Executive Creative Director
Chafic Haddad J.Walter Thompson Jordan Executive Creative Director
Chafic Haddad J.Walter Thompson Jordan Executive Creative Director
Links
Video URL