Brand | MOBILY |
Product/Service | MOBILY |
Entrant | MOBILY Riyadh, SAUDI ARABIA |
Category | Social Purpose |
Idea Creation
|
M&C SAATCHI Dubai, UNITED ARAB EMIRATES
|
PR
|
M&C SAATCHI Dubai, UNITED ARAB EMIRATES
|
Production
|
DÈJÁVU Dubai, UNITED ARAB EMIRATES
|
Background
Saudi Arabia has become more open and inclusive. Yet one group is still not talked about – persons with disabilities.
Affecting nearly 10% of people in the Kingdom, disability is considered a social taboo and is not openly discussed – leading to a lack of education, awareness, employment, accessibility, and, ultimately, leading to a feeling of social exclusion.
Mobily, one of the country’s biggest telco brands, tasked us with connecting the Kingdom during Saudi National Day through promoting a message of social inclusion.
So, to bring persons with disabilities into Saudi’s social conversation, we started a conversation.
Launched 7 days before National Day on Twitter - the country’s most popular platform for social discussion – our film made a statement that, without persons with disabilities, our Kingdom was Incomplete – resulting in over 12m views, 2.6m engagements, a 99% positive campaign sentiment, and a reach of over 26 million.
Describe the strategy
While KSA’s Vision 2030 aims to facilitate persons with disabilities on a governmental level, social awareness and understanding of disability is lacking amongst the general population. A social taboo; people do not talk about disability in Saudi Arabia, let alone address its widespread social issues.This lack of social understanding has resulted in nearly 10% of the population feeling some sense of social exclusion from society – ultimately leading to a lack of employment opportunities, education, understanding, and accessibility. Twitter – holding the highest penetration of any social platform in KSA (42% of accounts active daily) – was the perfect digital stage for a discussion around a socially taboo topic and provided anonymity for users wanting to speak, but who might be wary of cultural sensitivities or reactions. Our approach was simple; start a conversation and let the people of KSA talk about making Saudi Arabia an inclusive Kingdom for everyone.
Describe the execution
A film featuring a Saudi orchestra performing a rendition of an “incomplete” National Anthem – with missing sections of the anthem’s melody and isolated stage chairs representing the social exclusion of persons with disabilities.
Following the conversation across Twitter, we released a follow-up film 2 days before National Day. A “completed” anthem that saw the missing portions of our “incomplete” anthem filled by musicians with disabilities; celebrating the peoples’ social conversation to help make Saudi Arabia #EveryonesKingdom.
In parallel, we launched an internal initiative – Inclusive Conversations. Short films featuring conversations between Saudis with disabilities and Saudis without, with the aim of normalizing Mobily’s disability in the workplace for employees and customers alike.
#EveryonesKingdom reached 26 million people across the Saudi Arabia using Twitter and YouTube Mastheads, a custom-branded emoji hashtag, and a first view trend for a period of just 24 hours.
List the results
In just 7 days, our campaign amassed:
• 12 million video views across Twitter & Youtube
• 2.6 million Engagements
• 127 million Impressions
• 41,000 branded emoji hashtag uses
• +50% video viewthrough rate
• 31,000 clickthroughs to URL
• 99% positive campaign sentiment (Twitter Campaign Report 2019)
#EveryonesKingdom earned extensive free online media coverage in a country where editorial content is only granted through paid advertising - with 18 organically earned articles in less than 7 days, giving our campaign a reach of more than 26 million.
Credits
Ryan Reed |
M&C Saatchi |
Creative |
Ramzy Haddad |
M&C Saatchi |
Creative |
Ben Lees |
M&C Saatchi |
Creative |
Braden Deatcher |
M&C Saatchi |
Creative |
Thiago Neves |
M&C Saatchi |
Creative |
James Swift |
M&C Saatchi |
Art Director |
Saad Yunus |
M&C Saatchi |
Production |
Antony Stearns |
M&C Saatchi |
Strategy |
Natalie Cooke |
M&C Saatchi |
Strategy |
Carrera-Jade Simmons |
M&C Saatchi |
Client Servicing |
Mitch Williams |
M&C Saatchi |
Social |
Loulia Almidani |
M&C Saatchi |
Client Servicing |
Amy Brill |
M&C Saatchi PR |
PR |
Melinda Mesiano |
M&C Saatchi PR |
PR |
Leen Barakat |
M&C Saatchi PR |
PR |
Muhannad A. Kadi |
Mobily |
Client/General Manager Corporate Brand Management |
Faris F. Amodi |
Mobily |
Client/Brand Communication Professional |
Manasvi Gosalia |
Deja Vu |
Production |
Brence Dsa |
Deja Vu |
Production |
Neel Kumar |
Deja Vu |
Film Director |
David Quinn |
Deja Vu |
Photography |
Links
Website URL