2022 Winners & Shortlists

SAVE YOUR POCKET ASSOCIATION

BrandZAIN
Product/ServiceTELECOMMUNICATIONS
EntrantLEO BURNETT Riyadh, SAUDI ARABIA
CategoryOnline Ad
Idea Creation LEO BURNETT Riyadh, SAUDI ARABIA
Production TELFAZ11 Dubai, UNITED ARAB EMIRATES
Post Production TELFAZ11 Dubai, UNITED ARAB EMIRATES

Background

2021 was economically tough on Saudi Arabia. Incomes were reduced and sales tax increased significantly. For the first time in the Kingdom, many people were on a budget. Zain, one of Saudi’s leading telecom providers, created affordable bundles to help people get through these tough times. But Saudis couldn’t see value in them, yet, because Saudis didn’t know how to save, yet. Saudis come from generations of abundance. That means they can sometimes be careless spenders. For example, they might pay and subscribe to a streaming website, and not notice that they already get it for free, as part of another bundle. So, how could they see value in the new Zain affordable bundles, if they were broke, from purchasing other things, that well.. were useless? We needed to educate them so they could truly benefit from our Shabab bundles.

Describe the strategy

Introducing the Zain ‘Save Your Pocket Association’. Here to stop Saudis from buying useless things during these tight times with 24/7 online presence. We launched an entire program that monitors, halts and advises on people’s spending. Literally saving their pockets from their bad decisions. We used 5 online integrated channels, to interrupt the buying cycle at every point. Each channel was strategically chosen to be present at the point of either consideration, impulse, browsing, sale and post-sale. We were there at the point of purchase, stopping the purchase. At the point of impulse, helping them halt the impulse. At the point of consideration, halting the consideration. When they were browsing, helping them make better choices. We were even there at the point of no return, after the purchase, with swapping solutions.

Describe the execution

Our online ads led people to our website called www.swaptheuseless.com We launched a full swapping program. Yes, we gave Saudis a second chance by actually making it possible to exchange their past useless purchases for our Zain bundles of MBs and THs. Over spenders from all around the Kingdom could log in from anywhere, post their useless items and swap them instantly for Zain MB and THs. And for those that were not online? We set up stands at Zain stores and malls. We then recycled all their useless items in partnership with Tadweer. To support our program, we found out where and when people were buying useless things, through social listening, and busted them with our ads on black Fridays, white Fridays and even pink Fridays, redirecting them to the website. We even engineered a Google chrome plugin for ecommerce website that compares prices.

List the results

We successfully interrupted an entire buying cycle. We were literally everywhere and Saudis saw us everywhere. 1100% increase in sales of bundle subscriptions 91 Million Impressions 36 Million Engagement 31M Views with a completion rate 2x higher than industry’s average 1 whole Kingdom, on a new budget mindset.

Credits

Name Company Role
Mohammed Bahmishan Publicis communications Support
Mohammed Sehly Leo burnett Concept/Ideation/Execution
Ehab Armanious Leo Burnett Support
Alaa Ghazzi Leo Burnett Support
Khawla Rayes Leo Burnett Support
Fady Yamak Leo Burnett Support
Karim Nazer Leo Burnett Support
Thamer Farsi Publicis Communications Support
Ibrahim Khairallah Telfaz11 Director
Mohammed AlGarawi Telfaz11 Production
Fahad Ammari Telfaz11 Direction
Links
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