Brand | MERCEDES-BENZ |
Product/Service | AMG, MERCEDES-BENZ |
Entrant | JUFFALI AUTOMOTIVE CO. Jeddah, SAUDI ARABIA |
Category | Integrated Campaign led by Brand Experience & Activation |
Idea Creation
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JUFFALI AUTOMOTIVE CO. Jeddah, SAUDI ARABIA
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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)
Credits
Basim Wali |
Juffali Automotive Company |
Planning and Managing |
Links
Website URL