NATIONAL DAY "RETWEET FOR THE FUTURE"
Brand | SAUDI ARAMCO |
Product/Service | PETROLEUM COMPANY |
Entrant | LEO BURNETT Riyadh, SAUDI ARABIA |
Category | Corporate Social Responsibility (CSR) / Corporate Image |
Idea Creation
|
LEO BURNETT Riyadh, SAUDI ARABIA
|
Media Placement
|
SPARK FOUNDRY Riyadh, SAUDI ARABIA
|
PR
|
LEO BURNETT Riyadh, SAUDI ARABIA
|
Production
|
PRODIGIOUS MIDDLE EAST Beirut, LEBANON
|
Background
September 14 2019, a shocking day for Saudi Arabia. With one blow, the country’s oil production was cut by 50% and with it, people’s resilience was put to the test. After decades of hard work, would they go on building the country’s promising future?
But in less than 7 days, Saudi Aramco restored full operations and Saudi Arabia’s vision for its future was back on track.
However, news of the attacks had rocked the morale of the people of Saudi Arabia. Our campaign objective was to give people a message of resilience and show that we were back on track.
Describe the strategy
On September 19th, 3 days before Saudi National Day, there and then, we launched our
film, for the whole nation, with a message of resilience.
The film tells the story of a company with deep roots in Saudi Arabia, a company that grew with the nation, made history with the nation and was not about to give up on the future of the nation.
But that’s not the catch. Every time a Saudi retweeted the Aramco national day film, they
received a reply tweet from an automated bot that directed them to one of the 14 nation-
wide projects Aramco was still fueling.
We then invited viewers to go to our microsite where they could explore the film’s
hidden historical and cultural gems. Gems provided through interactive hotspots
reminding them of the bright future that’s ahead.
Describe the execution
Our film was already in the making for national day, the decision we took was to launch it despite of the attacks. And we tweaked the whole dissemination strategy last minute. We used the film on twitter and created the automated bot replying with ongoing projects that Aramco is currently fueling. In less than 5 days, we thought of this, we implemented it and we launched it for the whole national on national day.
List the results
Our video was the most viewed video on national day. And our campaign hashtag was trending even days after the national day. Our campaign collected more than 45 million impressions.
Reaching 99% of the nation. This is how Aramco powered the whole nation, with strength
to persevere… on national day.
• 45 million impressions
• 13 million+ video views in the first week
• The hashtag trended within the top 5 for 4 days
• 95% positive sentiment across the nation.
• 4% increase in global brand health index.
Credits
Mohammad Bahmishan |
Leo Burnett KSA |
Conceptualization |
Saadi Alkouatli |
Leo Burnett KSA |
Conceptualization and amplification |
Alexandre Choucair |
Leo Burnett KSA |
Conceptualization and amplification |
Ehab Armanious |
Leo Burnett KSA |
Execution |
Mohammed Omeira |
Leo Burnett KSA |
Copywriting development |
Habeeb Al Najjar |
Leo Burnett KSA |
Print |
Thierry Chehab |
Leo Burnett KSA |
Ideation |
Michael Chedid |
Leo Burnett KSA |
Conceptualization and digital journey mapping |
Dominic Raj |
Leo Burnett KSA |
Board |
Shadi El Mourad |
Leo Burnett KSA |
Digital journey mapping and management |
Georges Matta |
Leo Burnett KSA |
Website delivery lead-development, testing and going live |
Rawan Yaaqoub |
Spark Foundry |
Planning and management |
Elias Haddad |
Spark Foundry |
Planning and execution |
Khalil Zeidan |
Spark Foundry |
Planning and execution |
Alaa Hamdar |
Leo Burnett KSA |
Conceputalization and social content development |
Ahmad Alamri |
Leo Burnett KSA |
Conceptualization and social content development |
Lea Khalife |
Leo Burnett KSA |
Website UX & UI design |
Waleed Hmeidan |
Leo Burnett KSA |
Project Management |
Hatem Alfayez |
Aramco |
Support |
Mohammed AlBeesh |
Aramco |
Support |
Thamer Farsi |
Leo Burnett KSA |
Support |
Mazen Mitri |
Leo Burnett Beirut |
Support |
Links
Website URL