2019 Winners & Shortlists

Why is this work relevant for Integrated?

The Hajj campaign utilized a plethora of communication tools ranging from ATL, TTL to BTL channels to tackle essential and critical challenges that were facing The Emirate of Makkah province. Due to the integration of media channels that targeted everyone through the mediums they use, the KPI's weren't only met but also exceeded the expectations, lowering the dangers on not only the pilgrims, but also everyone who was on-ground helping and aiding. Every piece of communication was shared in different languages to ensure wider awareness. The seamless synchronization between all the segments helped in creating a very successful campaign.

Background

Situation: The Haj season is becoming more challenging with a massive increase of pilgrims every year. Last year alone, over 2 million muslims from all over the globe came to Makkah to perform Haj’s holy rituals in a span of 2 weeks.This massive amount of pilgrims created an array of challenges we needed to tackle such as Pilgrimage without legal permit, sleeping in public areas, pushing and stampeding, and cleanliness. Brief: Provide an integrated communication solution that helps in addressing all the challenges in a positive manner that entices all people to be part of it. Objectives: Building an integrated awareness program that aims to improve the development of the human being in the region. Establishing the culture of sanctifying the Holy Land during the Hajj and Umrah seasons for each of the guests of Al Rahman, the service providers and the whole community.

Describe the creative idea.

The campaign "Hajj is a message of peace" helped us launch a positive communication strategy, divided into 4 phases which reached to the masses through a multitude of channels to ensure wider awareness. Due to the vast amount of nationalities, we made sure to have all of our communications translated into different languages. We wanted to be online for whoever is tech-savvy, on-ground and through print in KSA, through press conferences to validate the seriousness of the topic, and on TV to reach the regional audience.

Describe the strategy

Our target audience was every single muslim who was planning to perform the Hajj rituals, in addition to everyone who was helping us welcome, aid and guide the pilgrims. We created 4 different phases synchronized to help achieve the KPIs and objectives: 1st pillar: Respect the place and time 2nd pillar: Respect the human 3rd pillar: Respect the system The positive encouragement approach utilized different mediums to create hype, momentum, awareness, education, and synergy between 33 different governmental 7 public entities. Every segment helped in shaping a more positive attitude amongst all parties towards hajj manners, the holy land, the system and the regulations.

Describe the execution.

The National Media Campaign was launched to raise the awareness of the guests of AlRahman through a press conference attended by journalists and media representatives from all government agencies. This marked the launch of our campaign lasting from 22 July 2018 until end of August 2018: .Our print ads reached over 100 articles published in major local newspapers. .To ensure a wider reach, we placed our ads on strategic outdoor media that covered the whole kingdom. .Our tv commercials and videos were broadcasted on national and regional TV stations in GCC along with over 850 tele-reports. We also broadcasted on local and regional radio stations with over 1,500 advertisements in different languages. .Our on-ground interactive activities utilized a task force that reached the Pilgrims in every place they were at alongside the distribution of flyers to reinstate awareness of the most prominent positive behaviors and the right Hajj manners.

List the results.

Our campaign videos: 2,759,438 impressions harvesting 523,595 views The uniting message of our Hajj campaign “hajj is a message of peace” created a massive online interaction of influencers using and retweeting our hashtags that became a trend on twitter. Facebook: 750K views 8K+ interactions 20K new likes twitter: 2,700,000 + views 3k+ retweets 102K new followers TV: broadcasted 850 times on major GCC TV stations Radio: 1500 spots on major GCC radio stations Out door media: Over 3000 surfaces in KSA Newspapers: Over 100 news articles on 16 news papers in GCC The massive reach and integration resulted in a drop of 95% in hajj without permit cases, 80% drop in sleeping in public areas, 95% increase in cleanliness of public areas, and the unprecedented unity of 33 different public and private entities to deliver the promises.