2022 Winners & Shortlists

Why is this work relevant for Creative Strategy?

This Brand was launched with a campaign strategy that went beyond the traditional. Knowing that simplicity rules, the strategy took a simple flip from the tradition and made an impact by challenging the ABC's of advertising.

Background

Situation: Brand has launched a 1-day campaign that got shut down due to fair competition. It has challenged the competitor too much. So a strategy to officially launch the first regulated MVPI center in Riyadh was needed. Brief: To meet the KPIs of the business, which was 200 car per day, as they reached a low of 60 car. The purpose here was to make the brand known, increase traffic and utilize the video of the failed-short-lived campaign. Objective: Achieve Traffic to the center. Meet Business KPIs. Utilizing the video to meet the concept to be produced.

The Interpretation of the Challenge (30% of vote)

The brand was facing a challenge of not being known as an official option for motor vehicle periodic inspection which led to not being close to meeting the business KPI, thus they needed a breakthrough something that makes them top of mind. The brand values where confidance and good customer experience above all, this needed to be highlighted in a very creative way that instills it in people's minds. Industry is Automobiles as the brand is a Motor Vehicle Periodic Inspection (MVPI) center. The target audience is very vast but centered in Riyadh, it was basically anyone with a car, since the inspection is mandatory in Saudi. The desired outcome is to build loyalty to the brand and meet the KPIs to become top of mind.

The Insight / Breakthrough Thinking (30% of vote)

The main goal here was to increasee traffic and position the brand as a confident one. Therefore a room for a strategy that challenges the ABC's was created, The wheel of launching with awareness is not going to cut it. Why? Awareness will drain the brand since it is on a tight budget. But how are going to make the audience aware with no awareness? By reinventing the wheel and hitting hard with consideration and conversation. Why? To stand out and not only establish a presence but rather drive FOMO. Showing the brand’s character which is CONFIDANCE. Addressing the minds of the audience and utilizing the insight of us Saudis being people that believe in experiences not words. Insight: In saudi people were sick of Ads and you can see them complaining in real life and on social media so we came up with the idea of giving.

The Creative Idea (20% of vote)

The audience is sick of ads bombarding their lives.. Left and right, on their phones, tv and streets. They 100% do not need another ad.. But we need to make them consider Salamah and convert. To spike their interest and reshape their frustration we launched with anti-ads ad. basically saying "Salamah Needs No Ad" This came to be in order to jump directly into conversion, and skip the awarness part.

The Outcome / Results (20% of vote)

The buiness KPI was exceeded as it was 200 cars per day They reached 426 cars weekly of 1400 car but the highest they reached pre-campaign was 705 cars. After the launch of the campaign it has reached 2038 cars.