2020/2021 Winners & Shortlists

THE ARABIAN EYE

BrandMAGRABI
Product/ServiceEYEWEAR RETAILER
EntrantMAGRABI RETAIL Dubai, UNITED ARAB EMIRATES
CategorySocial Video
Idea Creation MAGRABI RETAIL Dubai, UNITED ARAB EMIRATES
Production MAGRABI RETAIL Dubai, UNITED ARAB EMIRATES

Background

MAGRABi, the region’s leading eyecare and eyewear retailer with 150 stores across the Middle East, has been on a mission to elevate the industry standards and reinvent the optical category, by shifting its perception from a cold, medical experience into an engaging lifestyle one. With this objective in mind, in 2017, MAGRABi uplifted their traditional retail concept into an environment that explores the science and art of eye care, for a fully immersive experience that connects the customer emotionally to the brand. With 32% of the Arab population aged 15 to 29yr, the concept was designed to connect with a booming youthful Millennial segment. To increase social following & engagement, and then attract this segment into the MAGRABi stores, we activated a strong communication message, deployed across key social media platforms & online channels, one that would trigger attention, then emotions, and position the retailer as the “inspiring vision expert”.

Describe the strategy

With Arab Millennials in mind, a Middle East online penetration at 67%, Saudi Arabia undergoing major social reforms, and influencers changing the perception of Arabs globally, we knew that creating a ‘love brand’ for the ‘connected generation’ meant going bold. It meant capturing the zeitgeist of the moment, staying relevant to the progressive Arab youth and empowering them in their journey of change. As the experts in the business of ‘vision’, want to inspire you to #EmpowerYourVision. Ripe with growing political and sectarian issues from Qatar & Iran crisis to Sunni/Shiaa tensions… this image of a region divided over religion was in utter conflict with the peaceful, modern Arab youth. So, we chose Ramadan, the region’s season of togetherness, as the opportunity to deliver a message of unity in vision reminding Arabs of the beauty of their shared Identity. After all, Magrabi cares for Arabian eyes since 1927.

Describe the execution

To pay tribute to the ‘Arab identity’ (‘Al Ourouba’ in Arabic) we created a film where we revived one of the oldest ideologies of our history. ‘Al Ourouba’, which has often been misused over time by radicalised Arabs as an Islamist ideology, is in fact a celebration of shared Arab values and culture, regardless of religion. Our message was a powerful Arabic play on words, which translates to “our Arab identity lives through our vison”. We brought together top influencers from different Arab countries, and through this new-age tribute video, deployed across multiple key online channels –YouTube, Instagram, facebook, snapchat - we called upon the Arab youth of today to unite under one secular & progressive vision of tomorrow.

List the results

The Arabian Eye online video racked up 32Million views across online channels, social media platforms & through PR, also translating into major engagement, serving up 95Million impressions across channels. A meshing of positive messages with generational, cultural & ideology clashes, made way for social debate around differing visions of ‘Al Ourouba’ (Arab Identity), and user generated content poured out. Instagram experienced a 15% engagement rate, with a 32% followers increase on the account. The overall impact on business was exponential: double digit growth on sales, +12 points Top Of Mind leap, almost double all KPIs with 15% less spend compared to previous campaign. A bold approach from a brand & company that has big dreams & an empowered vision for the Arabia of tomorrow.

Credits

Name Company Role
Laura & Fiona MAGRABi Creative Laura & Fiona / MAGRABi Creative Ideation & Creative Strategy
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