SAVE YOUR POCKET ASSOCIATION
Brand | ZAIN |
Product/Service | TELECOMMUNICATIONS |
Entrant | LEO BURNETT Riyadh, SAUDI ARABIA |
Category | Market Disruption |
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 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
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