2019 Winners & Shortlists

Why is this work relevant for Media?

This campaign is relevant to this category because it depends heavily on using the emotional response of the masses on social media to send a message about a dangerous issue and point them towards the rest of the campaign's elements.

Background.

Defective products threaten the health and safety of consumers. Numbers show that in Saudi Arabia, only 20% respond to product recall announcements while 80% continue to ignore them endangering themselves and others. The only way to solve this issue is for consumers to respond to product recalls by simply returning the product or having it fixed free of charge. The objective was to raise awareness about the issue the percentage of responses to recalls.

Describe the creative idea/insights

On Twitter, Saudis engage in heated discussions over society’s problems often involving governmental organizations and drawing huge attention on the public scene. We wanted to use this situation to make consumers engage with an important problem they are ignoring, defective product.

Describe the strategy.

Using the official account of the Ministry we released the most controversial element of our campaign that got the 1.85 million followers of the Ministry talking. “The Defective Tweet”. A tweet that contained many linguistic and grammatical errors. The audience noticed the tweet and began engaging with it immediately in all sorts of ways like mocking it or assuming the account was hacked. After a few hours, we officially recalled the tweet highlighting that it is just a harmless tweet yet it got more attention than dangerous defective products in your households which you ignore and then released the remaining elements of the campaign.

Describe the execution.

Using the official account of the Ministry we released the most controversial element of our campaign that got the 1.85 million followers of the Ministry talking. “The Defective Tweet”. A tweet that contained many linguistic and grammatical errors. The audience noticed the tweet and began engaging with it immediately in all sorts of ways like mocking it or assuming the account was hacked. After a few hours, we officially recalled the tweet highlighting that it is just a harmless tweet yet it got more attention than dangerous defective products in your households which you ignore and then released the remaining elements of the campaign.

List the results.

The campaign gained media coverage appearing in MBC, Rotana shows and news websites, generated 15,700,000 impressions for the campaign’s hashtag, a reach of 90,000,000 and More than 22,000,000 impressions for the Ministry’s tweets managing to successfully engage with consumers and influencers. The percentage in recall responses grew by 100% reaching a 40% response rate.