2020/2021 Winners & Shortlists

Background

To launch and create awareness about the first truly Arabic supported AI SMART OLED TV in the middle east through traditional and digital channels with the focus on digital performance. The campaign needs to show the product as a completely different product, this product is not just an improvement to the alternative competition but more like a different category. This campaign targets a mass audience trying to acquire their interest to visit and see the product and in extension aides in increasing sales

Describe the strategy

Targeting Arabic speakers pan Saudi Arabia who are interested in SMART TV's and prefers to use Arabic as a way of interaction rather than the default which has been in English. So we made a teaser using the way of talking that non native Arabic speakers use “Enta Fee Mukh” which translated to “you got Brain?” And it is considered a sarcastic way that is used when someone makes a grammar mistake in speaking Arabic The reveler shows the smart TV that talks in the correct Arabic language. This highlights our product as a truly Arabic language capable SMART TV also by making fun of the other SMART TV that are failing in the language section

Describe the execution

Teaser Visual with revealer Visual and Motion graphic video Aired for 1 month OOH Screens and Bilbords, Facebook ads, Twitter Ads, Instagram Ads, GDN, and Youtube Medium-scale

List the results

Both teaser and revealer campaigns achieve +210,000,000 impressions with an average of 32% engagement throughout the campaign, the campaign achieved more than expected results about the original KPI's with 130%. this resulted in approximately 600,000 microsite visits with a 34.7% WTB conversation rate