2022 Winners & Shortlists

Why is this work relevant for Media?

As we believe in the impact of videos among the Saudi market, we decided to consider that option as the type of content we should go for regarding our campaign. Then came the idea of rebranding teachers' role in the society through reshooting a number of viral videos of teachers who went the extra mile to help their students. Those real heroes took part in the video making it more relevant to the target audience and others across the used.

Background

The Ministry of Education intended to release a heartwarming, creative video on the 91st Saudi National Day (Sep. 23), with the aim of raising awareness at a nationwide on the importance of forming a strong integration between teachers and students. With the assistance of the Agency, the ministry was able to publish a video that realizes its objectives and extends its impact to the Teachers' Day (Oct. 5). The video was widely circulated across the Kingdom as the ministry's platforms visitors grew by 80% since the first launch. Objectives: Celebrating the Saudi National Day in an effective manner while keeping pace with the industry and target group. Raising awareness on teachers’ fatherly role, improving their image and praising them. Presenting a unique work that will raise the bar among Saudi media & creative agencies.

Describe the creative idea / insights (30% of vote)

Reshooting viral heroic clips of teachers in a cheerful video that evokes emotions and highlights some of the best teacher-student moments without mentioning their educational responsibilities.

Describe the strategy (20% of vote)

Target audience:- Teachers & students Saudi nationals in general The project’s media plan was simple yet effective as it relied on the organic reach the ministry’s platform have in the most part. The only platform that required more work was TikTok on which several influencers participated in creating the Teacher Day’s challenge before it went viral. First, we launched the video on Twitter on September 23rd then the video was published on the other platforms later, on the same day. Strategic approach:- Leveraging 8 viral spontaneous videos showing teacher-student bond. Those moments were captured in different timeframes at a number of Saudi schools.

Describe the execution (20% of vote)

Platforms & content distribution:- The following social media platforms were used: YouTube, Twitter, Snapchat, Instagram and TikTok. Content distribution includes posting one video as well as its captions on the mentioned platforms.

List the results (30% of vote)

Snapchat:-+4,9M Twitter:-+347,000 Views Retweet:-+7,090 Like:-+6,742 The video held the coveted “most-viewed” title during the last 2 weeks of September 2021 in comparison to competitors’ videos

Please tell us about the social behaviour and / or cultural insights that inspired your work

Underestimating and doubting teachers and their role in uplifting the society across social media inspired us to plan for this campaign.