2019 Winners & Shortlists

THE WOMAN BEHIND THE VEIL

Short List
BrandAL RAJHI BANK
Product/ServiceLAKI (WOMEN'S CREDIT CARD)
EntrantFP7/RUH Riyadh, SAUDI ARABIA
CategoryCreative Effectiveness
Idea Creation FP7/RUH Riyadh, SAUDI ARABIA
Media Placement FP7/RUH Riyadh, SAUDI ARABIA
Media Placement 2 MILLIMETER PRODUCTIONS Jeddah, SAUDI ARABIA
PR FP7/RUH Riyadh, SAUDI ARABIA
Production PIXEL MOB Beirut, LEBANON

Synopsis.

CHALLENGE: In Saudi Arabia, where women are the next big consumer growth segment, Al Rajhi Bank, Saudi Arabia’s leading Islamic bank, did not appeal to women. To gain affinity, the bank launched a new product – a credit card with personalized benefits for women. We needed to show how the card adds value to women’s lives and be meaningful to their lives, making women feel included and recognized by the bank. STRATEGIC THINKING: Saudi Arabia is evolving. Gender parity is being enforced. Women can drive (June 2018 onwards), get jobs, attend concerts and cinemas, and travel without permissions from men. These are seismic changes. Yet, despite these significant changes, advertising and media has shown a lot of gender bias. While it’s normal to feature men across outdoor channels, SHOWING WOMEN IS NOT ACCEPTABLE ON OUTDOOR or mass display channels, due to cultural sensitivities. No brand in Saudi Arabia shows women on an outdoor ad. A woman being "displayed" to the world in "public" is not acceptable. Sharing how the card is personalized to each woman by enabling women to personalize their own ad, we wanted to create Saudi Arabia’s first outdoor campaign featuring women. CREATIVE IDEA AND IMPLEMENTATION: The first outdoor ad and campaign in Saudi Arabia with women on it. o We took a plain mirror, placed it on a MUPI, armed it with a camera, linked to an NFC device, a Bluetooth beacon and a message: “Discover a card that’s unique to you.” o Standard MUPIs became interactive outdoor ads, powered by mobile technology, and were installed across malls, universities and popular hotspots. o The beacon inside each MUPI, sent notifications that were targeted to and reached women, inviting all who were women to check who we had in mind for the card, at a specific location. o As women walked up, they saw themselves in the mirror i.e. the bank's ad. o They could get a picture taken, get it sent to their mobile and then, share it with their world. o Each share became an ad for the bank. Women participants learnt how the card is personalized to each woman as they were enabled to create (i.e. personalize) their own ad. o Using beacon notifications, a link allowed women to contact the bank directly, starting the application process. o Those who did not wish to fill in the application right away were sent a link to finish the application form later. We made every woman a star of an ad that was personalized to them (just like the card that was personalized to their needs, wants and aspirations). REACH: 26.3% of Saudi Arabia’s female population. ACQUISITIONS: 400,000 women interacted, +58% higher website traffic than competition, 202,320 credit cards were issued; the acquisitions were +17% higher than competition. surpassing the target of 10% within 3 months of the activation vs. the targeted 9 months. CONSIDERATION: +58% brand consideration over the campaign period vs. 6-months prior. BRAND LOVE: +45% brand love over the campaign period vs. 6-months prior.

Credits

Name Company Role
Dany Azzi FP7 McCann Riyadh Executive Creative Director
Dany Azzi FP7 McCann Riyadh Executive Creative Director
Dany Azzi FP7 McCann Riyadh Executive Creative Director
Dany Azzi FP7 McCann Riyadh Executive Creative Director
Dany Azzi FP7 McCann Riyadh Executive Creative Director
Dany Azzi FP7 McCann Riyadh Executive Creative Director
Dany Azzi FP7 McCann Riyadh Executive Creative Director
Dany Azzi FP7 McCann Riyadh Executive Creative Director
Dany Azzi FP7 McCann Riyadh Executive Creative Director
Tahaab Rais FP7 McCann MENAT Regional Head of Strategy
Tahaab Rais FP7 McCann MENAT Regional Head of Strategy
Tahaab Rais FP7 McCann MENAT Regional Head of Strategy
Tahaab Rais FP7 McCann MENAT Regional Head of Strategy
Dany Azzi FP7 McCann Riyadh Executive Creative Director
Dany Azzi FP7 McCann Riyadh Executive Creative Director
Dany Azzi FP7 McCann Riyadh Executive Creative Director
Dany Azzi FP7 McCann Riyadh Executive Creative Director
Dany Azzi FP7 McCann Riyadh Executive Creative Director
Dany Azzi FP7 McCann Riyadh Executive Creative Director
Dany Azzi FP7 McCann Riyadh Executive Creative Director
Dany Azzi FP7 McCann Riyadh Executive Creative Director
Dany Azzi FP7 McCann Riyadh Executive Creative Director
Dany Azzi FP7 McCann Riyadh Executive Creative Director
Dany Azzi FP7 McCann Riyadh Executive Creative Director
Dany Azzi FP7 McCann Riyadh Executive Creative Director
Dany Azzi FP7 McCann Riyadh Executive Creative Director
Dany Azzi FP7 McCann Riyadh Executive Creative Director
Dany Azzi FP7 McCann Riyadh Executive Creative Director
Dany Azzi FP7 McCann Riyadh Executive Creative Director
Dany Azzi FP7 McCann Riyadh Executive Creative Director
Dany Azzi FP7 McCann Riyadh Executive Creative Director
Tahaab Rais FP7 McCann MENAT Regional Head of Strategy
Tahaab Rais FP7 McCann MENAT Regional Head of Strategy
Tahaab Rais FP7 McCann MENAT Regional Head of Strategy
Tahaab Rais FP7 McCann MENAT Regional Head of Strategy
Sanjay Kumar FP7 McCann Riyadh Strategic Planning Director
Marc Lawandos FP7 McCann Riyadh Managing Director
Jimmy Abboud FP7 McCann Riyadh Senior Art Director
Khalid Zahran FP7 McCann Riyadh Digital Senior Graphic Designer
Farah El Kadi FP7 McCann Riyadh Digital Graphic Designer
Hosam Mobarak FP7 McCann Riyadh Head of Copy
Najla Al Olayan FP7 McCann Riyadh Senior Copywriter
Sara Al Haian FP7 McCann Riyadh Copywriter
Mohamed Reda FP7 McCann Riyadh 3D Animation
Firas Fares FP7 McCann Riyadh Account Director
Tala Alem FP7 McCann Riyadh Head of Digital
Osama Barqawi FP7 McCann Riyadh Production Manager
Roy Chucri Millimeter Production Director & Editor
Akram Douglas Millimeter Production Executive Producer
Ashraf Muhammedunny FP7 McCann Dubai Editor and Visual Artist