2020/2021 Winners & Shortlists

Why is this work relevant for Brand Experience & Activation?

Al Thuraya Awards was inspired by "She's Mercedes" platform, which was founded by Mercedes-Benz in September 2015, to inspire, connect, and empower women from different fields. Mercedes-Benz created “She’s Mercedes” In recognition of the role Bertha Benz played to inspire her husband to build his empire.

Background

Among the many bold ambitions outlined in Vision 2030, Saudi Arabia’s blueprint for developing its economy over the next decade and beyond is a determination to strengthen the contribution of women to society and to the economy linking that with "She's Mercedes " platform which dedicated to inspiring, connecting and empowering women to unleash their best. This inspired Juffali Automotive Co. to launch "She's Mercedes " platform in Saudi Arabia by creating “Al-Thuraya Awards” to empower, support, and celebrate Saudi women’s achievements in four different categories, which are Entrepreneurship, Social Services, Innovative Art and Design, and Sports Excellence.

Describe the creative idea (20% of vote)

Al-Thuraya Awards is the first award in Saudi Arabia that specifically for women by automotive company, which aim to recognize women that are successful and have positive impact on their community.

Describe the strategy (20% of vote)

Juffali Automotive Co. launched Al-Thuraya Awards to empower, support, and celebrate Saudi women who stand up against life and work challenges to achieve their drams and create their success, in four different categories: - Entrepreneurship - Social Service - Innovation are & design - Sport Excellence The contestants go throw vetting phase and 2 different phases of voting: - Internal vetting: to element the non illegible applicants or applicants with no enough supporting documents. - Public voting on social media - Live voting where finalist from each category present themselves to a judging panel in the final ceremony.

Describe the execution (30% of vote)

Preparation Phase (3 months) - Creating the content and Al Thuraya Awards roles & conditions and requirement per phase - Created the landing page where the continents will apply, and created all the needed content of it - Signed contracts with carefully selected famous female figures for each category to be part of the judging panel, create awareness of the awards, and to support the contestants in the public voting phase - Making all the creative work for the award with the help of expertise - Making the media and social media plan to create awareness of the awards and support the contestants Submission Phase (1 month) - Announcing the start of application submission through PR insertions in the local media, social media campaign, and the support of the judges Vetting Phase (1 Week) Public Voting (3 weeks) Finalist preparation day before the event Preparing the managing the final Ceremony

List the results (30% of vote)

Goal to reach • Registered 100 applications • A total of 10,000 • Social Media exposure: 2M • Media exposure: 2M • Award Gala attendees: 200 Reached Result: • Number of registered applicants: 1000 • Number of voters: over 26,000 • Social Media exposure: 5M • Media exposure: 5M • Award Gala attendees: 400