2022 Winners & Shortlists



Why is this work relevant for Integrated?

This work is relevant for integrated because it utilized multiple touch points inspired by the core competency of the client to achieve the objectives of the campaign and successfully generated simultaneous engagement with two different and completely unrelated segments.


Situation: DRC is a market research and data analytics company that is well known to business professionals, however, because it is a B2B company, it remains unknown to the average citizen. Brief: Launch a video to celebrate Eid. Objectives: DRC wanted to hit two birds with one stone: the first, was to celebrate Eid with an ad that can touch the hearts of everyone, the second was to show professionals that DRC understands the local market better than anyone.

Describe the creative idea

DRC conducted real research on Saudi Eid habits and produced a detailed report dissecting what people do, wear, and eat during Eid. After that the report was made available to the public and was launched with a video telling the story of a DRC employee that misinterprets his boss saying to him “Hallel Al Eid” which can mean two completely different things, “Enjoy Eid to the max” or “Analyze Eid” and the employee understood it as the latter and went on to fully analyze Eid. Creating a report to analyze Eid helped give DRC visibility with Saudi audiences from all segments and achieved the goal of celebrating Eid while communicating the brand’s core value.

Describe the strategy

The campaign had two target audiences: the general public and government/business sector. The strategy was to find a way to celebrate Eid while influencing the business sector to show that the client is a local company that understands the Saudi market and is fully capable of dissecting it even in something as unexpected as Eid traditions. The utilization of data analytics to produce a report achieved results on both segments since the general public found the report to be entertaining while the government/business sector found the report to be professional and detailed.

Describe the execution

The first step in this campaign was to conduct research across different regions in Saudi Arabia where data on how people spent their Eid holiday like what they eat, what they wear and who they visit and many other traditions. After the report was generated a video promoting the report was launched to celebrate and tell audiences to download the report which has been made public to see Eid from the eyes of data analytics experts. Finally an online test to measure the Eid spirit of participants was launched as an online activation to strengthen engagement with the brand.

List the results

The campaign’s video gaind 1.6 million views, the Eid report was downloaded over 30,000 times and 45,000 people participated in the online activation test designed to measure your Eid spirit. These points of interaction helped the brand engage general audiences that would have not normally interacted with a market research and data analytics company and it also maintained the essence of the company’s purpose and business.


Name Company Role
al kowthar a Habbar copywriter
wafaa abdullah Habbar copywriter
Hassan Al Ansari Habbar team leader
abdullah alosailan alosailan Habbar account manager
Ghadah Alosaimi Habbar copywriter
Video URL