2020/2021 Winners & Shortlists

RIYADH SEASON - INCLUSIVE ENTERTAINMENT

BrandRIYADH SEASON
Product/ServiceVIRTUAL REALITY
EntrantFULLSTOP CREATIVES Riyadh, SAUDI ARABIA
CategoryLive Shows / Concerts / Festivals
Idea Creation FULLSTOP CREATIVES Riyadh, SAUDI ARABIA
Production FULLSTOP CREATIVES Riyadh, SAUDI ARABIA
Production 2 MADE IN SAUDI FILMS Jeddah, SAUDI ARABIA

Why is this work relevant for Brand Experience & Activation?

The Saudi Seasons program has begun towards the end of 2018 and aims at improving the infrastructure of the Kingdom of Saudi Arabia in the sector of entertainment. This was being carried through the individual brands of (Eastern Season, Jeddah Season and most recently RIYADH SEASON) and in order for this brand to impact more people and fulfill what its intended to it had to live by the inclusivity objective set as part of the vision 2030 allowing the brand experience to resonate with more.

Background

Saudi Arabia has almost more than 12% of the population that suffers from some type of disability that is caused by disease or accidents. Also, our troops have been increasingly suffering from war induced injuries. There has been little done during the years to have a more inclusive environment that makes sure the folks who are not able to join public events and happenings are able to enjoy their time with the rest of their friends, families and country men and women. Saudi Seasons has been a program that aimed at bringing opportunities and build infrastructure in the Kingdom of Saudi Arabia in the entertainment industry. During Riyadh Season, there was collaborations with many partners one of which was a VR provider, that covers all major and crowd pulling events and applies them in an immersive 360 experience that allows people to attend everything from anywhere without missing out.

Describe the creative idea (20% of vote)

“ما نسيناكم” or you’re always on our minds, was the message we were trying to send across and live by with all our compatriots. Through allowing everyone to share the joy and excitement and feel the pride of the extent that the Kingdom of Saudi Arabia has gone to include everyone in these great times.

Describe the strategy (20% of vote)

The logistics of arranging transportation to bed ridden people are very complicated, and usually incur high costs on the families to arrange medical equipment to be moved and allocate vehicles that are customized to take people with needs to any outdoor location. Therefore, instead of going through all that and exhaust the families to allow these people who are immobile to enjoy the activities of Riyadh Season, we decided to bring the season to them.

Describe the execution (30% of vote)

With the help of the beautiful people in our community engagement arm and VR, we were able to identify people in need that had hobbies and interests which Riyadh Season brought. Shows and productions that were exciting for them. Then, we delivered devices with footage and live events that they could watch, attend and enjoy from the comfort of their house or room. This gave them the immersive experience as the set had a built-in sound system which transported them directly to the event with all its emotions and electric vibes. We went to more than 10 hospitals distributing over 150 devices in the span of 2 weeks, allowing many to feel included and many more to rejoice for their happiness.

List the results (30% of vote)

Within 2 weeks, we delivered more than 150 devices which included an excess of 11 hours of footage with a free subscription for 2 months. Thousands of family members where affected positively by this gesture as we covered more than 45 events live on the app allowing people to enjoy an array of entertainment. We made sure everyone knew that the kingdom is creating conditions in which people can live, work and thrive through a film that reached more than 600k organic views, almost 1 million impressions and more than 45,000 total engagement.

Credits

Name Company Role
Omar Alabdali Fullstop Advertising Marketing and Communication Department Director
Khalid Abdulaziz Fullstop Advertising Planner
Raheel Ahsan Fullstop Advertising Creative Director
Links
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