2022 Winners & Shortlists

Why is this work relevant for Direct?

This work was built on cultrual insight of seeing people tweeting and talking about how much they are sick of ads. So we created a conversation around an ad-less ad. This is Salamah Needs No Ad.

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.

Describe the creative idea (30% 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.

Describe the strategy (20% of vote)

The nature with MVPI is that it is mandatory for renewing the registration, selling a car, buying a car from outside the country or check-up. Target audience is: Anyone with car. 80% Saudis 20% Non-Saudis 70% males 30% females Ages from 18 – 65 years old. Reinventing the wheel (more like reshaping it) 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. Headline: Salamah Needs No Ad CTA: The proof is in the visit

Describe the execution (20% of vote)

The campagin was implemented in Riyadh only to run for two weeks, outdoors and digital. It succussfuly ran its course making a huge impact on the business.

List the results (30% 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. Twitter targeting Riyadh Video views 1.5 M Impressions 4,093,736 Snapchat targeting Riyadh Video plays at 100% Impressions 7,369,410

Please tell us about the brand in relation to the locality or market where the product / service is distributed

Salamah for Motor Vehicle Periodic Inspection, is the first implementation of the new law regulating MVPI. The brand is by Tamakol holding and operates only in Riyadh. The brand is by locals and operated by locals that understand the needs of the target audience.