2019 Winners & Shortlists

Background.

Nice is a mass merchandising home-ware retailer, specialized in home-ware accessories carrying everything related to home-ware except furniture. Nice wants to celebrate the occasion of the Saudi National day through creating a timeline of achievements’ made by the Saudi society, highlighting women. A portrayal of milestones achieved. The video should build an emotional bond with the targeted audience and be able to go viral.

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.

Women’s rights have been at the forefront of KSA’s vision in recent years. After conducting a deep research, we made sure to highlight major milestones in our video - i.e. women driving. Our target audience was mainly females from 20 to 45 years, SEC A, B, 75% being local Saudis, and having unique characteristics, such as, passionate, Bold and women biased. Instagram was our focus platform, since our target market was present on, and content is easily shared there.

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.

List the results.

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 positive thoughts and opinions.