Brand | REHLAT |
Product/Service | REHLAT APPLICATION |
Entrant | BEATTIE + DANE Kuwait City, KUWAIT |
Idea Creation
|
BEATTIE + DANE Kuwait City, KUWAIT
|
Media Placement
|
SLINGSHOT Kuwait, KUWAIT
|
Media Placement 2
|
WAVEMAKER KUWAIT, KUWAIT
|
Production
|
WONDERFUL PRODUCTIONS Beirut, LEBANON
|
Production 2
|
LINDA NOTELOVITZ LIFEDESIGN London, UNITED KINGDOM
|
Why is this work relevant for Integrated?
Different mediums helped introduce the shattaf to the public, starting with news publications which gave the cause credibility. Outdoor directed the conversation online. Films demonstrated the importance of its usage and had a clear call to action for viewers to participate. The online petition generated signatures. On ground activations in London, demonstrated the commitment to the cause. Social media influencers amplified the content taking a stand alongside Rehlat. All this created a conversation and empowered the target to join in and publicly make a statement in the form of action, a share or tag of a hotel or airline brand.
Background
For the past 3 years the online travel sector in the GCC has been growing at rate of 9% per year with global players dominating the category.
Rehlat, a Kuwaiti travel app, needed to cut through the clutter of deals and destinations and reposition itself as the brand that understood the Middle Eastern traveler.
To activate this platform, we needed a cause so relevant to the anxieties of our core target only a local player would know.
Describe the creative idea.
When it comes to travel, people have different types of anxieties. One of the biggest for Arabs is hygiene, especially after using the bathroom. The problem started with the lack of the “Shattaf” a water hose used to clean after bathroom usage, commonly found in the Middle East. It’s such a large problem that Arabs who travel abroad rely on alternatives like water bottles, wet wipes, and other less convenient options.
Granted that it’s quite a private matter, no one was comfortable publicly talking about it, much less requesting it. Rehlat decided to champion this cause and address the world by introducing them to the concept of the Shattaf and how it is a superior alternative to toilet paper.
Describe the strategy
Arabs are conservative, for the campaign to work they needed to be on board.
We couldn’t ask them that, so we started by asking them a different question “How do you explain what can't be explained?” on billboards with no branding.
The curiosity led the conversation online, to a trending hashtag that set the stage for the release of the first film, introducing the the Shattaf to the English speaking world. Subtitles were added for Arabic speakers, not translating, but explaining why it was important for them to be part of the movement.
Each film ended with a direct call to action asking people to tag their favorite Shattaf-less brands. The stakes started to get higher, a second film was released pushing the boundaries further, which ignited a #washvswipe conversation that generated an even bigger audience in preparation for an on ground activation that would lead to actual change.
Describe the execution.
Reach and advocacy were the primary goals.
Outdoor billboards were the trigger, digital provided scale and influencers provided angles of engagement for six weeks.
The content needed to connect with travelers yet appeal to international brands as a legitimate cause. Once the seed was planted in the form of a trending hashtag, a film was released starting to direct the conversation around the topic while a second film showcased a blunt demonstration comparing usage of toilet paper to water. Rehlat even flew a life-size Shattaf to London to visit hotels directly and promote the cause with the support of digital billboard’s and posters plastered all over the city.
All content provided an opportunity to present a unique CTA for recall of the brand.
Tagging hotel and airline brands that didn’t have shattaf
Sharing content of benefits of Shattaf
Downloading the Rehlat app to book hotels that provide Shattafs
List the results.
1.3 Billion Impressions
700,000 Interactions across all content
3,100 Hotels tagged to install shattaf by travelers
20 million views across all platforms
720,000 earned engagement
500,000 USD in earned media engagement
45% view through rate across all film-based content.
72% engagement in the form of likes, comments, shares, and posts.
20,000 Conversations around the content in the form of threads.
45,000 brand mentions from users across the region.
20,000 hotels installed the shattaf world-wide and are now listed on the application.
Rehlat created an industry first! A filter within the amenities section of the application used to book hotels.
Credits
Dana Alhanbali |
Beattie + Dane |
Brand Director |
Anes Al Rayes |
Beattie + Dane |
Creative Director |
Mostafa Faramawy |
Beattie + Dane |
Executive Producer |
Daniah Al Aoudah |
Beattie + Dane |
Creative Collaborator |
Laila M. Al Gharabally |
Beattie + Dane |
Creative Collaborator |
Faisal Al Munayes |
Beattie + Dane |
Creative Collaborator |
Walid Kanafani |
WaveMaker Kuwait |
General Manager |
Abeer Al Mozil |
WaveMaker Kuwait |
Account & Media Manager |
Paul Sabbagh |
Wonderful Productions |
Executive Producer |
Nawal Murib |
Slingshot |
Managing Partner |
Rytta Mezher |
Wonderful Productions |
Producer |
Nizar Wannous |
Slingshot |
Managing Director |
Mohamed Zayat |
Wonderful Productions |
Director |
Yves Sehnaoui |
Wonderful Productions |
DOP Lighting Cameraman |
Patrick Farra |
Wonderful Productions |
Art Director |
Rachel Lahoud |
Wonderful Productions |
Casting Director |
Marianne Tanios |
Wonderful Productions |
Casting |
Petr Cunk |
Wonderful Productions |
Production Designer |
Sarah Chaoul |
Wonderful Productions |
Production Designer |
Loulla Aoun |
Wonderful Productions |
Production Manager |
Pia Attallah |
Wonderful Productions |
Stylist |
Amr Rabee |
Lizard |
Editor |
Karim Mira |
Lizard |
Colorist |
Khaled Hamdy |
Khaled Hamdy Studios |
Music & Sound Design |
Nic Goodwin |
Linda Notelovitz LifeDesign |
Editor |
Joseph Marcantonio |
Linda Notelovitz LifeDesign |
Director Of Photography |
Owynne Dawkins |
Linda Notelovitz LifeDesign |
2nd Camera |
Giovanna Winetzki |
Linda Notelovitz LifeDesign |
Creative Coordinator |
Monde Mkhizwane |
Linda Notelovitz LifeDesign |
Music Composer |
Linda Notelovitz |
Linda Notelovitz LifeDesign |
Producer |
Links
Video URL