2022 Winners & Shortlists

Why is this work relevant for Brand Experience & Activation?

Juffali Automotive Company was one of the biggest companies who’s participate in the Formula 1 event in Jeddah during the formula 1 race 3-5 December 2021. By participating in 2 areas (Paddock suites for the VIP and Village area for the public)

Background

Objectives • The main objective is supporting the Saudi Vision of 2030 • Participating on such concert • Develop consumer loyalty by provide to them VIP invitation as gift

Describe the creative idea (20% of vote)

• Juffali Paddock Suite: executed and implemented specifically for Juffali high-end invitees to get a special experience, the vibes in Juffali suite were exited; Welcoming, furniture specially designed for Juffali F1 Guests, big screen to reflect the race better addition to the Terrace which let people watch the race live, a full explanation of the Paddock and its related areas, also, the display cabinet to display Mercedes-Benz F1 drivers suits, helmets, gloves, and trophies. • Ticket explanation for Paddock invitees o Each ticket was on a box that contains 3 separate passes for each day o Each day has a specific badge and is neckless with a specific color for each day. • AMG Stand: at formula 1 village Juffali placed an AMG stand that has a lot of activities and entertainment for the public visitor of formula 1

Describe the strategy (20% of vote)

Targeted All the visitors and participant of the formula 1 Event, including governments, organizations, and public

Describe the execution (30% of vote)

Execution • Planning phase: 1 Month. (setup, ideas, and financial) • Communication phase: 2 weeks (with the organizers, media, and guests) • Execution phase: 15 days (for all the areas mentioned above)

List the results (30% of vote)

• Total attendees to Juffali Suite (Paddock) 196-person incl. Owners, VVIPs, and JACO customers. • Over 5,000 daily visitors to the AMG stand • Over 70 media publications (Newspaper, online news sites)