2022 Winners & Shortlists

SAVE YOUR POCKET ASSOCIATION

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

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 how disruption in your market place inspired the work

We created the first ever campaign in Saudi Arabia that disrupts the buying cycle and tells people to stop spending instead of making them spend more. We actually spent money on media and production to get people to choose our more affordable products instead of letting them overspend and choose our expensive products. By doing that, we knew we were gaining customers for the future. In an unprecedented move, we went as far as actually recycling people’s past useless purchases in exchange for Zain bundle.

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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