2020/2021 Winners & Shortlists

Background

Saudi Arabia has almost more than 12% of the population that suffers from some type of disability that is caused by disease or accidents. Also, our troops have been increasingly suffering from war induced injuries. There has been little done during the years to have a more inclusive environment that makes sure the folks who are not able to join public events and happenings are able to enjoy their time with the rest of their friends, families and country men and women. Saudi Seasons has been a program that aimed at bringing opportunities and build infrastructure in the Kingdom of Saudi Arabia in the entertainment industry. During Riyadh Season, there was collaborations with many partners one of which was a VR provider, that covers all major and crowd pulling events and applies them in an immersive 360 experience that allows people to attend everything from anywhere without missing out.

Describe the strategy

The logistics of arranging transportation to bed ridden people are very complicated, and usually incur high costs on the families to arrange medical equipment to be moved and allocate vehicles that are customized to take people with needs to any outdoor location. Therefore, instead of going through all that and exhaust the families to allow these people who are immobile to enjoy the activities of Riyadh Season, we decided to bring the season to them.

Describe the execution

With the help of the beautiful people in our community engagement arm and VR, we were able to identify people in need that had hobbies and interests which Riyadh Season brought shows and productions that were exciting for them. Then, we delivered devices with footage and live events that they could watch, attend and enjoy from the comfort of their house or room. This gave them the immersive experience as the set had a built-in sound system which transported them directly to the event with all its emotions and electric vibes.

List the results

Within 2 weeks, we delivered more than 150 devices which included an excess of 11 hours of footage with a free subscription for 2 months. Thousands of family members where affected positively by this gesture as we covered more than 45 events live on the app allowing people to enjoy an array of entertainment. We made sure everyone knew that the kingdom is creating conditions in which people can live, work and thrive through a film that reached more than 600k organic views, almost 1 million impressions and more than 45,000 total engagement.