2020/2021 Winners & Shortlists

Background

Zain, one of Saudi Arabia’s leading telecom operators, believes in building a wonderful world, one where technology makes lives better. So when Zain realized that technology was hindering the lives of kids in Saudi Arabia because of too much screen time, it made it its social responsibility to make their world wonderful again.

Describe the strategy

Our target audience were the children of the Kingdom and their parents. We set off to target children online to then drive them offline. Then we targeted the parents online too to drive them to drive their children offline. We took the catch phrases from the original hide and seek game and recomposed them into a song that is original and memorable. We laid that song on the film. We wanted the children to memorize the song so that when they go offline to play, the song is the instructions to the game and it makes it fun at the same time.

Describe the execution

But first we had to talk to them where they were, so we talked to them online. We launched an online film teaching the children the oldest game in the world: Hide and seek. At the end of the film, we invited them to meet up offline and play it with their friends. We then moved with them offline. We created a pop-up playground in the middle of the city where children could play for free. But to get in, they had to leave their devices at the door. To make sure we turned this into a habit and not only an occasion, we created time offline boxes for every Saudi home. A box in which parents invite their children to leave their devices and go play offline. With the box, we gave away a small booklet of all the offline games children can be taught to play.

List the results

Everyone thought the initiative was wonderful! And Zain was back to building a wonderful Kingdom. 82 million impressions 3 million views in 4 days only #4 Arabic song on Anghami (the Spotify of the middle east)