2019 Winners & Shortlists

#SHEDRIVES

BrandNISSAN KSA
Product/ServiceINSTITUTIONAL
EntrantTBWA\RAAD Dubai, UNITED ARAB EMIRATES
CategoryCreative Effectiveness
Idea Creation TBWA\RAAD Dubai, UNITED ARAB EMIRATES
Media Placement OMD Dubai, UNITED ARAB EMIRATES
Production MADE IN SAUDI FILMS Jeddah, SAUDI ARABIA

Synopsis.

In late September a historic royal decree granted women the right to drive in Saudi Arabia. The Royal Decree was met with mixed reactions in Saudi Arabia. An official survey in October 2017 revealed 82% of women intended to apply for a license and drive. And while the majority of respondents (61%) felt the change showed society progressing in the right direction, only a minority of local men (32%) were willing to support women of the family driving – 26% were against it, with a further 42% undecided. Our objective was to normalise the idea of women driving to all men in KSA, and in so doing, give women the confidence to get behind the wheel. The idea was brought to life by dramatising the reactions of real women when the influential male members of their family – fathers, uncles, husbands and brothers – played a supportive and encouraging role as their first driving instructor. News of The Royal Decree broke at 11:30pm. An hour later, the "2018-GRL" Tweet was developed followed by three videos in the following weeks. The content generated was enjoyed across YouTube, Facebook, Twitter and Instagram. There was very little paid media support, but the reaction to the content was clear – views, view-through rate, likes, comments and shares were well beyond anything the brand had seen in Saudi Arabia before. Over the course of ten weeks, the content film from the driving lesson activation delivered unprecedented results. It cost $20,000 to produce in total and received paid media support of $17,500 - $11,000 on YouTube, $4,000 on Facebook, $3,000 on Instagram and $500 on Twitter. Generate Earned Media Impressions “GRL 2018” Number Plate - *Over 562,000 organic impressions (+125% over Nissan benchmarks) Online Driving Lesson Film – **4 million impressions (+19% over Nissan benchmarks) Online Drivign Lesson Film – **2.3 million views (+96% over Nissan benchmarks) Earned Media & PR Impressions Coverage on TV and online including Reuters, CNN, Al Arabiya and BBC Worldwide has been valued at 2.1M Drive Engagement Time spent with campaign film– **1.9M minutes watched (+48% over Nissan benchmarks) Viewer retention rate - 70% viewer retention rate (+40% over YouTubes benchmark for excellence) Engagement rate (likes, shares and comments) – 10% engagement rate (+100% over YouTubes benchmark for excellent engagement with content “GRL 2018” Engagement – 8.8% engagement rate (+252% over Twitters benchmark for excellence) Drive Positive Brand Sentiment Overall positive sentiment on social media, despite the political and polarizing nature of the campaign. Positive sentiment – 68%. Negative sentiment – 13% #shedrives, the official campaign hashtag, was adopted leading up to the actual date, women were given the opportunity to drive legally. Female influencers, real women, news outlets and even other brands used the hashtag we created, symbolising the influence our campaign has had on this hugely significant moment in Saudi culture. The result was a fundamental shift in the attitudes and behaviours of men and women in KSA around the hot topic of women driving.

Credits

Name Company Role
Walid Kanaan TBWA\RAAD Chief Creative Officer
Manuel Bordé TBWA\RAAD Executive Creative Director
Fouad Abdel Malak TBWA\RAAD Executive Creative Director
Alberto Triana TBWA\RAAD Senior Copywriter
Federico Mariani TBWA\RAAD Senior Art Director
Ghassan Kassabji TBWA\RAAD Managing Director
Fadi Awada TBWA\RAAD Account Manager
Benjamin Schwartz TBWA\RAAD Digital Account Director
Vishal Badiani TBWA\RAAD Senior Strategic Planner
Garrett Olexiuk TBWA\RAAD Senior Planner
Rouba Asmar TBWA\RAAD Head of Production
Romy Abdelnour TBWA\RAAD Corporate Communications Director
Hazem Atieh / Ezzat Habra TBWA\RAAD Creative Services Managers
Abboud Ayyach Made in Saudi Films Executive Producer
Yara Bdeir Made in Saudi Films Producer
Jack Eliott Made in Saudi Films Director
Anthony Chamoun Made in Saudi Films Senior Editor
Mohammad Hamdan Made in Saudi Films Sound Mixing
Links
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