2020/2021 Winners & Shortlists

SING FROM THE HEART

BrandPUNJABI AL MUHAIDIB
Product/ServiceRICE
EntrantMAYAR FOODS Dammam, SAUDI ARABIA
CategoryUse of Music Streaming Platform or Video Hosting Service
Idea Creation LOTS OF JOY PRODUCTIONS Kuwait, KUWAIT
Media Placement ABILITY Riyadh, SAUDI ARABIA
Production LOTS OF JOY PRODUCTIONS Kuwait, KUWAIT

Why is this work relevant for Entertainment?

This work transformed a campaign into a desirable piece of music content that was highly entertaining for Saudis on National Day.

Background

Every year, on Saudi National day, everyone comes together to celebrate the nation. This means each and every brand in Saudi is eager to celebrate too. So, for one day, social media channels are exploding with National Day film campaigns and posts. And while the quantity of campaigns is heart-warming, messages can also go unnoticed. But how could we cut through the clutter of other brands on Twitter, Instagram, and Facebook and make sure our message was heard by the whole nation on national day? And Punjabi AlMuhaidib Rice, a brand almost as old as the nation, had an important message in 2020, the toughest year everyone had seen. Punjabi AlMuhaidib Rice had witnessed the nation grow resiliently for the past 70 years, and it was confident of its strength to pull through.

Describe the creative idea

We went where other brands weren’t campaigning, but where all the nation was listening. We went on the music platforms and we created a National Day song.

Describe the strategy

On National Day, millions look for national songs to play. This is a tradition shared throughout the Kingdom. The songs are then blasted on car speakers as the cars parade the nation. So, we wrote a new song of heritage, strength and resilience, one they could all play out loud, proudly.

Describe the execution

The song’s lyrics were of resilience and heritage and strength. They were about how Punjabi rice, witnessed the nation grow grain by grain. And here we are referring to grains of rice but also the grains of sand and effort that grew the nation. And we got someone loved by millions to sing it. Singer and Arab idol jury member, Bashar al Shatti. And we placed the song on Anghami, Spotify, Deezer, apple music among other music platforms and made sure it came up in the National Day searches. And we also made a film to go with the song that we placed on all other social channels.

Describe the outcome

Our song was heard by millions. Organically became number 1 on the Khaleeji playlist on Anghami on National Day. Our message of resilience got to millions. 93% positive comments on all platforms. And we also made a film to go with the song that we placed on all other social channels. The song was a hit, and even there, through the clutter, it reached millions. 2nd highest engagement among private brands on national day. And this is how, by singing from the heart, in just one day, we were truly heard by millions.

Credits

Name Company Role
Mohammad Alshatti Lots of joy Account Director
Links
Social Media URL