2020/2021 Winners & Shortlists

Background

Video calling was seen as a niche way of communicating in Saudi Arabia. Google wanted to get young Saudi’s to see that their video calling service Duo could change that and be every day. So, we decided to show them first-hand the advantage of such a service and convince them that it was not niche.

Describe the strategy

Young people in Saudi could not see why video calling was beneficial. So We decided to show them. Literally.

Describe the execution

The videos use comedy to show how hearing something can be very different from seeing something. On a voice call a man asks his friends if he should keep his face together or separated. When we see the video, we see that he is talking about his beard. A mum asks her son to get the ones with teeth. When we see the scene, she is talking about the fact that Arabic people call coriander leaf teeth. And when a friend voice calls his friend from the gym, he tells him that the weightlifting machine he suggested was easy. But when we see the video, he has no weights attached.

List the results

Duo became the 2nd VOIP app in Saudi Arabia in terms of user share. Overall Brand Awareness rose by 15%