2020/2021 Winners & Shortlists

Why is this work relevant for Integrated?

This healthcare campaign uses more than 6 integrated online and offline channels to get all of the Saudi population to keep their masks on during the Covid-19 pandemic.

Background

This campaign was developed in the middle of the covid-19 pandemic. It’s October 2020 and almost 20% of Saudi Arabia had stopped wearing masks. The Ministry of Health had an immense responsibility to bring that number down and save lives. Our objective was to create a campaign to bring that number down and save lives.

Describe the creative idea

We discovered people in the Kingdom had mask fatigue because they longed to connect and express themselves. So we showed them they could still connect and communicate with each other, with masks on, by unlocking the power of their eyes. We launched a full campaign targeting each and every person in Saudi Arabia to teach them how to talk with their eyes.

Describe the strategy

Once we discovered Saudis were experiencing mask fatigue, we went on to analyze why the people of Saudi had grown tired of masks. Saudis have been living and communicating in groups since the dawn of time. People are each other’s lifelines. Asking them to social distance from each other and wear masks is like asking an Eskimo to live by the beach. Saudi’s need to connect and communicate had taken over their compliance. From there on, our target audience was each and every person in Saudi Arabia. he ones who were no longer wearing masks were a priority but we also targeted those wearing masks as preventative measure.

Describe the execution

We created a fully integrated campaign using more than 6 integrated channels, online and offline to make sure we were targeting all the population. First, a film showed, in a playful way, all the different things eyes could say in a day to day Saudi setting. And we started our film with a unique and innovative poem exert about the language of eyes.  Then we launched visuals online and on outdoor inviting people to learn how to talk with their eyes.  The visuals redirected users to a microsite where we had listed 100+ different eye expressions Saudis could learn and use to communicate. These same expressions were packaged in a small eye expression booklet which we distributed along with masks in outdoor points of gathering and door to door. And finally, we created a snapchat lens of our campaign. Our campaign was everywhere on a Kingdom wide scale.

List the results

And just like that, with our integrated campaign, Saudi got talking again, in masks, with their eyes. Almost 1 million film views. 300,000 likes and comments. 3.3 million snapchat lens users. 10 million online impressions  Even the youth connected with the campaign so much, they started creating their own Instagram story polls making their followers guess what their eyes were saying underneath their masks. But most importantly, we had reduced the number of people not wearing masks by 85% in record time. By December 2020, only 2.5% of Saudi Arabia was left not wearing masks. That’s 7 million extra lives that were kept safe.