2020/2021 Winners & Shortlists

Why is this work relevant for Brand Experience & Activation?

While countries were locked down during a difficult Ramadan, we used our online platform to bring people together for a highly cultural activity: the opening of the fast, which is a communal activity. Merging culture and tech, we got people to experience something they had been missing through this time: being together with many.

Background

In 2020, Ramadan, the holy month for Muslims in which they fast, was unlike any before. In a spiritual month known for bringing people together, COVID-19 forced everybody to distance. Separation, and eating alone, became commonplace. Our brief was to remind people that Google, the tech giant that brings people together through its various video chatting and live streaming platforms wants to remind people, can bring people together during Ramadan.

Describe the creative idea (20% of vote)

We partnered with 6 of Saudi’s favourite YouTubers to bring a record number of people together for the world largest online “Iftar” – the sunset meal at which Muslims open their fast.

Describe the strategy (20% of vote)

The activation was focused on reaching out to the audience of KSA through YouTubers. Each influencer rallied their audience to come and break their fasts, along with their loved ones. Every influencer represented a certain region of Saudi and broke their fast in accordance to that time zone. Viewers joined the virtual Iftar for both the record attempt and closer catchups with some of the region’s biggest content creators with YouTube sensations Noor Stars, Abdullah and Abdulaziz Bakr whom together run The Saudi Reporters, Anasala Family, Asrar Aref, and Omar Hussein. Combined, these creators are followed by 45M+ people on YouTube only, with multi other millions in their other pertaining social channels were also invited to the livestream.

Describe the execution (30% of vote)

The livestream began at 7pm GST on May 19th , on Mohamed Moshaya’s family-focused YouTube channel and lasted for an hour. This initiative helped maintain social distancing norms in the Kingdom and encouraged the communal spirit of Ramadan.

List the results (30% of vote)

The impact of this brand activation was incredible: • 4,000,000 + views in 24 hour • Trending first on Youtube Mena • 20,000,000 + Social impressions • One Massive world Record • $250,000 donated by Youtube to UNHCR through this activation

Please tell us about the social behaviour and / or cultural insights that inspired your campaign

Ramadan is a deeply spiritual time in the Middle East, one in which the daily fast is broken as a communal act. The Muslim community is extremely united in what it shares during this month.