2020/2021 Winners & Shortlists

Background

With a rapidly rising population of over 34 million people, some 190,000 importers have sprung up in K.S.A to meet the ever-growing needs of this rapidly rising population. These importers are comprised top importers, new importers, small and medium enterprises, etc. Well-seasoned importers know how to navigate the numerous import requirements that are set by The Client & other governmental entities. They know how to handle the import journey or employ specialized Customs Brokers. However the client realized that they were getting complaints from new importers were not familiar with the proper procedures and were rushing to import without proper procedure. As a result their goods would be seized and or destroyed by the client and subject them to fines which would ruin them. These importers would blame the client rater than acknowledge that the client is only an enforcer of policy. Thus an awareness campaign was necessary

Describe the strategy

When the client and agency worked together to go through the raw data (that the Business Intelligence Departure captures), it emerged that the new importers tended to be millennials. This presented a great opportunity to launch a primarily digital campaign (along with Radio and Outdoor LED as supporting media) since young Saudis are very tech and digital savvy. New importers are millennials we created a creative campaign that would have visual impact and stopping power that would cut through the noise and would appeal to their sense of nostalgia. Therefore, we created a marketing campaign around video games with the headline “import it right”"استوردها صح" which plays on the Arabic phase "العبها صح" phase or "play it right". The goal of this creative approach was to deliver the message in a fun and friendly manner by consolidating the various governmental entities’ requirements into one user friendly and comprehensive landing page.

Describe the execution

The landing page was done on FASAH’s platform. FASAH is an electronic national system for importing and exporting done by a technology enabler “TABADUL” company. It creates a link between all organizations related to importing and exporting in one platform. FASAH facilitates the importing and exporting process from submitting required documents online to shipment tracking. The campaign consisted of multiple executions, each one based on a game as well as one of the most imported good categories into KSA. They were 4 main visuals (biomedical devices, food Substances, electronic devices, medications, and cosmetics) in addition to a 5th execution which raises awareness on the need to check for a Saber Certificate. The campaign ran from 28 Sep until 13 October 2020 and was very successful with lots of generated buzz online from governmental entities as well engagement.

List the results

11M Impressions 4M Video Views 112K Clicks 300K+ Positive Engagements Also call center engagement was very positive and number of complaints went down Number of seized goods decreased post campaign as new importers were checking all requirements before they would begin the import process Landing page metrics were great