2020/2021 Winners & Shortlists

JOINT COVID-19 AIRLINE SAFETY DEMONSTRATION

BrandSAUDIA
Product/ServiceSAFETY FILM TO CREATE AWARENESS ON IMPORTANT INFORMATION RELATED TO COVID-19 PRECAUTIONS
EntrantFOCUS ADVERTISING Jeddah, SAUDI ARABIA
CategoryExcellence in Brand Integration & Sponsorships / Partnerships for Branded Content
Idea Creation FOCUS ADVERTISING Jeddah, SAUDI ARABIA
Production FOCUS ADVERTISING Jeddah, SAUDI ARABIA

Why is this work relevant for Entertainment?

Getting public service announcements across in a digestible way meant we had to drive the 'stay safe' message using the insights at the time (virtual meetings, airlines in Saudi Arabia not flying, a common national message drive + brand presence). Showing a common voice amongst all the airlines in KSA was something never done before but these were unprecedented times. The insight applied to all four airlines. Showing this unity and using the insights at the time yet delivering a serious message came across an entertaining and unique way of getting a national message across by an industry that was

Background

COVID-19 was a situation never experienced or imagined before. There was a drive for a national message to be sent across. This was a human mission not a brand one. The objective was to amplify the national message of stay home, stay safe and maintain good hygiene yet do it in a way is relevant to the brand. The added challenge was that the brand/aviation was grounded at the time. So how could we achieve PSA message, display national unity, and maintain brand/sector relevance while the sector was not even operating?

Describe the creative idea

Safety demonstrations are the most common PSAs onboard all airlines. Staying home and safe and maintaining hygiene was the 'safety' message of the time. A show of national unity was achieved by getting all airlines in KSA to cooperate to get the same message across. A simple demonstration film, featuring cabin of SAUDIA, flynas, flyadeal and Saudi Gulf airlines where we see those crew in their homes demonstrating the safety instructions described by the Saudi Ministry of Health.

Describe the strategy

Being the national carrier of the Kingdom of Saudi Arabia; Saudi Arabian Airlines, also known as SAUDIA held a great responsibility in contributing to and fulfilling the government and health authority’s awareness. Airlines have always been ambassadors of safety. Safety demos are part of every journey. SAUDIA collaborated with all Saudi carriers, to further create awareness on key safety messages and to stress the importance of the awareness and reach for more audience through a joint COVID-19 airline safety demonstration.

Describe the execution

The film was released on all four airlines' official social media channels on March 30, 2020 simultaneously (layering national unity even further). In addition, all airline replaced their cover pages with common visual identity representing this joint film/message.

Describe the outcome

The impact was massive but mostly intangible. The sentiment of national unity was amplified not just locally but across the sector globally with key aviation industry voices praising the initiative and idea.

Credits

Name Company Role
Ahmad Rustom Focusadvertising Concept Creator/Director
Links
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