2019 Winners & Shortlists

Why is this work relevant for Entertainment?

The video uses eye catching visuals and quirky story telling to entrain the audience and deliver a message about a new product and elevate concerns they might have.

Background.

Paying with your phone is a service that has been introduced around the world . When it was time for it to come Saudi Arabia, consumers had many questions and security concerns about this service. “Mada” wanted to market their secure instant payment app “Mada Pay”, an app that requires you to save your card information on the phone. The objective was to raise awareness about Mada Pay service and stimulate downloads of the app from google play store.

Describe the creative idea.

Promote the new service "Mada Pay" using light hearted videos of funny situations where payment is involved.

Describe the strategy

we launched a series of 4 light hearted videos over 4 weeks that showcased the advantages of using “Mada Pay” and informed consumers about the features while addressing any concerns they might have. After each one of the entertaining videos launched during its week it was followed with designs, infographics, motion graphic videos or influencer content to educate and raise awareness.

Describe the execution

The campaign was divided into weeks that started with the release of one of the 4 versions and is later followed by more content relating to the feature or advantage it showed in the video. Week 1 "Launch" (Sep 9- Sep 15): -Video Ad 1 (Restaurant) -Video Key Visual (Restaurant Version) -NFC Animation Video -Main Key visual -Introduction Infographics Week 2 "Easiness" (Sept 15 - Sep 21): -Video Ad 2 (Easiness) -Video Key Visual (Easiness Version) -Easiness Animation Video -Easiness Infographics -Promoted Hashtag Week 3 "Safety" (Sep 30 - Oct 6): -Video Ad 3 (Safety) -Video Key Visual (Safety Version) -Safety Animation Video -Safety Infographics Week 4 "Use it abroad" (Oct 7 - Oct 13): - Video ad 4 (Use it abroad) - Video Key visual (Use it abroad version) - Use it abroad infographics

Describe the outcome

As a result, Mada Pay app was downloaded 250,000 times. The hashtag trended on twitter as people interacted with elements of the campaign and Mada’s account gained over 29,000 followers. Across all channels, the campaign generated a total of 1.2 million engagements, 21 million video views , over 700,000 clicks and 141 million impressions.