Brand | MIYAHUNA |
Product/Service | WATER CONSERVATION CAMPAIGN THROUGH THE WMI FUNDED BY USAID JORDAN |
Entrant | MEMAC OGILVY Amman, JORDAN |
Category | Online Ad |
Idea Creation
|
MEMAC OGILVY Amman, JORDAN
|
PR
|
MEMAC OGILVY Amman, JORDAN
|
Background
Jordan is one of the most water scarce countries on this planet. Our goal is to raise awareness about water scarcity and encourage action.
Describe the strategy
We worked off the idea that people will rally to the cause if we made our message simple enough, and gave them a way to voice their support easily.
Our message was
لا تستهين بالنقطة
which literally translates to "Don't Underestimate the Drop/Dot" and roughly to "Every Drop Counts"
Describe the execution
The Arabic language doesn’t just rely on the shapes of letters, but also the dots located above and below these letters.
These dots can change what a word means or make it unreadable when removed.
Some words in the language may have multiple meanings.
With this campaign, we utilized the word “Noqat”, which means both “dots” and “drops”, to create a line in Arabic that translates to “Every Drop/Dot Counts”, however, all dots on this line were taken off.
We started with an out of home billboard campaign, and got traditional offline and online news outlets to remove the dots from their logos. Followed that up with what became one the of the biggest viral campaigns in Jordan's history, where people and brands – local and international – posted their name/slogan without dots, including our hashtag.
List the results
57 millions impressions.
20% increase in awareness about water scarcity in the country.
3.5 million residents reached in the capital of Jordan.
Credits
Amr Hourani |
Memac Ogilvy Jordan |
Concept / Copy |
Bana Shannak |
Memac Ogilvy Jordan |
PR Account Manager |
Tala Al Nimer |
Memac Ogilvy Jordan |
Account Manager |
Christine Habash |
Memac Ogilvy Jordan |
Social Media Account Manager |
Mohammad Zatari |
Memac Ogilvy Jordan |
Art Director |
Mohammad Kamal |
Memac Ogilvy Jordan |
Creative Director |
Rana Masri |
Memac Ogilvy Jordan |
Social Media Director |
Links
Website URL