2019 Winners & Shortlists

NICE STORES - NATIONAL DAY

BrandNICE STORES
Product/ServiceNONE
EntrantACCELERATE ME ONLINE Beirut, LEBANON
CategoryGlass
Idea Creation ACCELERATE ME ONLINE Beirut, LEBANON

Background

Nice is a mass merchandising home-ware retailer, specialized in home-ware accessories carrying everything related to home-ware except furniture. The purpose of the campaign was to celebrate and highlight the evolution of the role of Saudi women. Nice wanted to celebrate the occasion of the Saudi National day through creating a timeline of achievements made by the Saudi society (highlighting women). The brand’s primary target audience is females aged between 20 and 45 years old. Nice’s brand persona is simply your personal maven: a mother, trusted and insightful. She is straightforward and approachable. She uses her knowledge to help others. The main objectives of this campaign were to build an emotional bond between with the viewers, to boost ‘Nice’ awareness and finally to develop a video that will go viral.

Describe the cultural/social/political climate in your region and the significance of your campaign within this context

Amidst a world oriented towards empowering women, women’s rights have been at the forefront of KSA’s vision in recent years. We seized the opportunity to launch a video that tackled both, women empowerment and National day, given that the country is changing, and women’s role in society is significantly changing and improving very quickly.

Describe the creative idea

This campaign sheds light on the importance of women in the Saudi society. It highlights the milestones Saudi women achieved during the past year, thus celebrating the National Day with a twist. Instead of focusing on this day as a national one, we decided to take it to the next level. The main message - Your success sings/enriches the nation’s melody, is translated into women producing sounds during their day-to-day activities. These sounds, when combined, create the Saudi national anthem.

Describe the strategy

Our target audience is females aged between 20 and 45 years old, sec. A & B, 75% local Saudis, preferably married with 4-6 family members. We mainly target young ladies and mothers. The approach is emotional and motivational. The focus is on women’s role, and women empowering other women. Through several accomplishments Saudi women achieved, we’ve been able to gather top milestones and showcase them in a single video that has the Saudi National anthem at the heart of the direction, however interpreted differently with women’s activities as musical instruments.

Describe the execution

We gathered a cast to play the role of different women in the society, from a chef, to a fashion designer, a pianist, a mother, a teacher etc. We’ve been able to orchestrate the sounds of their activities to recreate the Saudi national anthem.

Describe the results/impact

The results were outstanding: We reached around 600K video views in less than 2 days in addition to 3M impressions, and gathered around 13K users who engaged with our video and expressed their thoughts and opinions.

Credits

Name Company Role
Patrick Lahoud Accelerate ME Online Managing Director
Christine Krikorian Accelerate ME Online Social Media Director
Raya Hilany Accelerate ME Online Creative Director
Jose Nehme Accelerate ME Online Account Manager
Christina Karam Accelerate ME Online Production Manager
Zina Malas Accelerate ME Online Media Manager
Rodolphe Daaboul Ritix Holding Executive producer
Links
Video URL