2022 Winners & Shortlists

Why is this work relevant for PR?

This campaign tells the story of how one of the top 3 telecom brands in Saudi Arabia earned attention for its USP of the widest 5G coverage, with low budgets, through a false flag marketing and PR stunt using social media.

Background

In an era of 5G, no telecom brand in the Kingdom of Saudi Arabia, was owning 5G by showing a distinctive advantage to people. Zain, one of the top 3 telecom brands in the country, decided to focus on its USP – the largest and the most extensive 5G coverage. But a standard advertising campaign would not stand out in the clutter of 5G ads dispersed across communication channels across the country. How could Zain stand out, earn share-of-voice and drive subscriptions to 5G?

Describe the creative idea (20% of vote)

During the winter of 2021, as temperatures dropped across Saudi Arabia, we launched a “new” product - the first from a telecom brand in the region - that had NOTHING to do with telecom! Introducing THE ZAIN 5G BLANKET! A new buzz-worthy product from Zain - a high-tech blanket - that ensured Saudis were always wrapped up with the best connectivity!

Describe the PR strategy (30% of vote)

We chose to create a rare FALSE FLAG PR campaign to capture attention. First, we wanted to launch the product and create hype using social media and influencers to capture attention. We wanted people to wonder what the product was all about and wonder why a telecom company was creating a blanket. Then, once the hype was built, with Zain conquering the share of voice around 5G, and we had people intrigued and curious, we wanted to reveal the message using social media and influencers that Zain’s 5G had covered every single inch in Riyadh, and it was time that Zain’s 5G covered all their needs.

Describe the PR execution (20% of vote)

Promoted through a teaser campaign on popular social media channels in Saudi Arabia, we talked about Zain launching a mysterious product. And through a parody-like announcement video, we revealed the almost too-good-to-be-true details about the product. Within seconds post-launch, Saudis bought into the hype! Tech influencers jumped onto the bandwagon, with their analysis of the product, and shared it with their followers, creating buzz in the market. To build more excitement through FOMO, within minutes, we tweeted that the blankets were sold out, and drove a higher demand on social media! Then, as the hype travelled, we saw tweets claiming how the blanket was even being sold on the black market! Finally, we launched a video sharing the reality behind the campaign, that while Zain didn’t actually have a blanket, Zain’s 5G had covered every single inch in Riyadh, and it was time that Zain’s 5G covered all their needs.

List the results (30% of vote)

BEING EFFECTIVE: People’s positive sentiments poured in for Zain, driven by social and influencer marketing channels, from across Saudi Arabia. The campaign was also featured by a marketing expert influencer in Saudi Arabia as a benchmark in social media marketing. And with a low campaign budget of just $33,315, the buzz generated helped Zain win the 5G battle. Reach: 8.1 million. Social Conversations increased by +111%. Positive Sentiments increased by +215%. Brand Awareness increased by +53%. Zain’s 5G Subscriptions increased by +20%.