SAVE YOUR POCKET ASSOCIATION
Brand | ZAIN |
Product/Service | TELECOMMUNICATIONS |
Entrant | LEO BURNETT Riyadh, SAUDI ARABIA |
Category | Social Behaviour & Cultural Insight |
Idea Creation
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LEO BURNETT Riyadh, SAUDI ARABIA
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Production
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TELFAZ11 Dubai, UNITED ARAB EMIRATES
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Post Production
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TELFAZ11 Dubai, UNITED ARAB EMIRATES
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Write a short summary of what happens in the film
Introducing the Zain ‘Save Your Pocket Association’.
Here to stop Saudis from buying useless things during these tight times.
We created a program that monitors, halts and advises on people’s spending.
Literally saving their pockets from their bad decisions.
To launch the program we created a film that comically highlights the different overspending personas. We had the serial buyer, the hoarder and the gym membership collector, among others. We made each fictional spender relatable to each person watching, while comically bringing to the surface the overspending problem.
Cultural / Context information for the jury
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 shed light on the overspending behavior to start fixing it.
Please tell us about the social behaviour and / or cultural insights that inspired your work
Saudi Arabia is known to be abundant and its people have lived in abundant times, until today.
Times have changed drastically and the people’s behavior needed to catch up with the times.
But we set out to change deep rooted behavior handed down from generation to generation.
Saudis never needed to think before of how much they were spending. So we set out to not only change their behavior but also instill a new habit.. of counting money and saving.
Credits
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
Website URL
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Video URL
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Supporting Webpage