2020/2021 Winners & Shortlists

Background

Ever since the beginning of the pandemic, the brand has reported daily on the nation's most anticipated data: number of new COVID-19 cases, number of active cases, number of recoveries, number of deaths and number of critical cases. The objective of the report is to keep the public aware of the local situation and serve as a daily reminder to respect social distancing, wear masks, wash hands and stay home if going out is not necessary. With an aim to enhance the public's awareness of the seriousness of the pandemic, the daily report was nullified and data was replaced by a message that got personalized for every single viewer.

The Interpretation of the Challenge (30% of vote)

Serving a daily report, even with critical data, can become a bit dull for the average viewer. As life moves on, people tend to long for a better tomorrow and move on as well. How do you make a document that is engaging with over 2 Million people on a daily basis more effective, louder, less repetitive and above all: as critical as it was on day one? The concept was to absolutely blank it out: submit a report with no data whatsoever. The daily COVID-19 report is published for everyone to analyze transparently. The concept of launching a report with no data and a key message: DO NOT BE THE NEXT NUMBER. This simple twist turned heads and raised public awareness to a new level. Life is moving on but we should always be careful and take the measures to stay safe at all times.

The Insight / Breakthrough Thinking (30% of vote)

The brand is in charge of releasing the daily report on COVID-19 updates. Data curated and summarized in the report has become the nation's key source of information regarding the pandemic. However and by nature, the routine of the daily report can affect its effectiveness as people tend to move on. This campaign turned a daily, casual piece of content into a news highlight to bring critical figures data back to the headlines. 2 Million users engaging with a daily social post is no joke. This published document is their daily source of data on their world's most trending topic: COVID-19. With an aim to enhance the public's awareness of the seriousness of the pandemic, the daily report was nullified and data was replaced by a message that got personalized for every single viewer.

The Creative Idea (20% of vote)

Serving a daily report, even with critical data, can become a bit dull for the average viewer. As life moves on, people tend to long for a better tomorrow and move on as well. How do you make a document that is engaging with over 2 Million people on a daily basis more effective, louder, less repetitive and above all: as critical as it was on day one? The concept was to absolutely blank it out: submit a report with no data whatsoever.

The Outcome / Results (20% of vote)

Over 2.3 Million engagements on the data-free launched report. #1 Trending hashtag in Saudi Arabia under 30 minutes الرقم_التالي# (Don't Be The Next Number) +48K new participations on the hashtag and a social reach of +267 Million. 15 Government entities engaging with the published report. 339 Outdoor Billboards and 7 TV, Radio and Print coverages