2020/2021 Winners & Shortlists

Why is this work relevant for Media?

Adopting a popular trend among social media users which is the personality test under the idea of “Which Mercedes car suits your personality?” Introducing a list of relevant questions through a landing page that showcased the quiz, the campaign message, and a contact form for visitors to fill out. Including a sharing option for users to share their results with friends on social media and WhatsApp to increase reach and campaign virality.

Background

The main objective of doing this test to grab the attention of future female drivers and building a valuable relationship with them, Women account for around 50% of the total population of Saudi Arabia and 80% of the customers using private car services are female. The rationale behind the Personality test linked to suggested Mercedes-Benz cars for ladies based on their personality.

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

As it is first of its kind in the market. innovative with a twist. used a very trendy topic which is related to personal discovery and lead to a high number of engagements, referrals, retesting and registering to actually test drive the cars

Describe the strategy (20% of vote)

The plan is spend & amp; monitor the media, create the content of the landing page with the help of a marketing psychologist, design and develop the landing page 1. Facebook: we spent SAR 5Kand gained 250K impressions 2. Twitter: we spent SAR 20Kand gained 1.5M impressions 3. Instagram: we spent SAR 10,000 and gained 600K impressions 4. Snapchat: we spent also SAR 15,000 and gained around 2.3M impressions The distribution strategy was to target the online female audience by reaching the female online audience and we did outperform our media buy

Describe the execution (20% of vote)

- Facebook: we spent SAR 5Kand gained 250K impressions - Twitter: we spent SAR 20Kand gained 1.5M impressions - Instagram: we spent SAR 10,000 and gained 600K impressions - Snapchat: we spent also SAR 15,000 and gained around 2.3M impressions The distribution strategy was to target the online female audience by reaching the female online audience and we did outperform our media buy

List the results (30% of vote)

Goal to reach • Impressions; 2.5 M • completed tests: 50K • test-drive requests: 5K Reached Result: • Impressions; 5M • completed tests: 170K • test drive requests: 13K