THIQAH- E-COMMERCE NEW LAWS
|Brand||THIQAH ECOMMERCE - MINISTRY OF COMMERCE AND INVESTMENT|
|Product/Service||SAUDI E-COMMERCE NEW LAWS|
|Entrant||FULLSTOP CREATIVES Riyadh, SAUDI ARABIA|
|Category||Not-for-profit / Charity / Government|
FULLSTOP CREATIVES Riyadh, SAUDI ARABIA
NOJARA PRODUCTIONS Cairo, EGYPT
Why is this work relevant for Brand Experience & Activation?
This campaign was launched to explain the new rolls and regulations of the e-commerce which applied by the ministry.
This campaign was to highlight to the audience four main issues that is faced online and sometimes they do not know that the ministry can support them to solve it.
The issues are, not receiving an order on time or not receiving the product at all. Secondly if the product is not matching the order online or not being able to return or refund a product. Finally, selling fake brands as if it is original.
We faced two main problems. First many of Saudi citizens are falling in traps while shopping online either for not getting what they paid for or receiving the shipment very late, which is the primary issue is the lack of knowledge of the rolls and regulations when trading online and not being aware that the ministry regulates even the online trades. The second issue is the stereotype of all the governmental ads which are really long and boring infographics or ads that do not grab the audience's attention. With the customers being confused and do not know where to go. To overcome the two issues we decided to work on four videos each video would describe one issue which the consumers fall into while they shop online. The videos were created from an imaginary and funny situation yet relevant to each issue, that we want to solve
Describe the creative idea (20% of vote)
The videos and visuals were shot in a movie feel with a twist related to each problem for return and refund issue we had a girl inviting a time machine to go back and not order in the first place. Moreover, for the fake brand issue, we visualized the situation as if the Mafia is controlling the online shopping world. And for the forgetting the different product from what the customer ordered we had a video where a guy orders his wedding ring online and end up with an edible candy ring. Lastly, to tackle the issue of not getting the order we created this horror movie about the serial killer who orders his mask online and didn’t get it so he ends up being just a friendly clown. The videos were supported by outdoor placements and posters placed in cinema to reflect the movie style we developed.
Describe the strategy (20% of vote)
With the customers being scammed and disparate for help and they do not know where to go. To overcome the two issues we decided to work on four videos each video would describe one issue which the consumers fall into while they shop online. The videos were created from an imaginary and funny situation yet relevant to each issue, and the videos were shot in a movie-style to be more entertaining to watch.
Describe the execution (30% of vote)
This campaign was full 360 communication
( TV, OOH, Digital ( owned and paid ) , Radio, Direct Marketing activations) and cinemas
we started this campaign from Campaign airing date: July 10 – Sept 10
List the results (30% of vote)
20% of sellers and buyers enquired about the e-commerce regulations
A sharp decline in complaints (Source: Ministry of Commerce)
Decrease in counterfeit products across 70% of online shopping platforms
Increase in trust between sellers and buyers
Increased awareness about all rules and rights amongst both, the sellers and buyer
|Haitham EL MANAWATI
||Client Servicing Director
|Baher Baher Fahmy
|Abdulmumin (Jotaro) Alfadel