2020/2021 Winners & Shortlists

Why is this work relevant for Media?

Jalsat Tech evolved from an on ground initiative to connect with consumers into a social media experience across Saudi Arabia to provide audiences with the latest tech updates from the experts in the industry. We developed a media centric approach to scale exposure for Jalsat Tech and to create a unique digital experience for the audience at the comfort of their home.

Background

As people across the world adapted to the ‘new normal’ in an unprecedented year, the technologies that connect us became more essential than ever. For Samsung it provided a key moment to showcase itself as an influencer in the world of consumer tech and beyond. The brief was all about being able to connect with a socially distanced audience given lockdown restrictions. Objectives: -Showcase a virtual product experience given lockdowns that hindered physical mobility -Establish a trusted and credible platform for everything tech related through live reviews -Drive live stream views

Describe the creative idea / insights (30% of vote)

We teamed up with tech and lifestyle influencers and hosted live sessions across social channels in order to provide audiences in KSA with varied interests a new perspective to tech and how it can help them in their day to day activities through using Samsung devices and ecosystem. Jalsat Tech or Tech gatherings came to life in June 2020 when lockdown was partially lifted in Saudi yet people were still spending most of their time at home.

Describe the strategy (20% of vote)

The primary target audience was existing Samsung users and the secondary target audience was non Samsung users in order to showcase the latest tech and features to them. We planned to be present across social channels that offered live streaming capabilities at the time.

Describe the execution (20% of vote)

We targeted audience interests based on the topic of the session in order to reach an audience that will be willing to watch for a longer duration. The campaign phasing was split into 3 phases: 1) Driving awareness of the livestream that will be taking place on a given date and time 2) Promoting livestream views during the event and post 3) Promoting highlights of the session sharing a short snippet with a call to action to watch the full session The campaign was activated on Facebook, Twitter, as well as YouTube and display. On Twitter, we also leveraged Twitter whitelisting capability to promote influencer tweets during the awareness phase to achieve incremental reach On Display, we activated the Google Display ad blast format which ran during the duration of the live stream with a call to action to watch now and redirecting to the livestream on YouTube.

List the results (30% of vote)

The Jalsat Tech livestream sessions achieved over 10 million views across the different channels and over 10 sessions in 2020. In addition, Twitter achieved a 248% increase in concurrent live viewers between the first and second event (68k live views from first event and 149k views from second event) Twitter MENA selected the campaign as the "best campaign for putting the home in home entertainment" and was one of the top 10 #Bestoftweets in 2020 which was published on Communicate ME.