ALWASEELA LOOK NO FURTHER by Leo Burnett Jeddah for AL WASEET

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ALWASEELA LOOK NO FURTHER

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Industry Business equipment & services, Corporate Image
Media Case study
Market Saudi Arabia
Agency Leo Burnett Jeddah
Released January 2013

Awards

Dubai Lynx 2013
Media USE OF SPECIAL EVENTS AND STUNT/LIVE ADVERTISING SILVER

Credits & Description

Client AL WASEET
Product ALWASEEELA
Entrant LEO BURNETT Jeddah, SAUDI ARABIA
Type of Entry: Media: Use of Media
Category: USE OF SPECIAL EVENTS AND STUNT/LIVE ADVERTISING
Title: ALWASEELA LOOK NO FURTHER
Product/Service: ALWASEEELA
Entrant Company : LEO BURNETT Jeddah, SAUDI ARABIA
Advertising Agency : LEO BURNETT Jeddah, SAUDI ARABIA
Media Agency : LEO BURNETT Jeddah, SAUDI ARABIA
Name Company Position
Bechara Mouzanar Leo Burnett Chief Creative Director
Mohammed Bahmishan Leo Burnett Creative Director
Mario Lawandos Leo Burnett Art Director
Waleed Hameidan Leo Burnett Communication Supervisor
Results and Effectiveness:
58,000 people scanned the QR code in only 5 hours. 70000 re-tweets. 188000 likes on Facebook. total of 77000 views on Youtube 500000 views on electronic media & social media more than 500000 people saw it on one of the leading youtube programs around 1M Sr worth of free PR. this campaign was able to increase the sales of classified ads by 20+% during the period of the campaign.
Creative Execution:
The campaign has been implemented as per the below steps: More than 1000 promoters invaded the streets of Saudi on a Thursday night. Each promoter held a message that attract people to scan a QR Code. The QR Code revealed a message answering the message on the sign. Exposed the messages to social media figures who picked it up and spoke about it. Spoofed radio and tv shows. Created viral ads that were scattered on the net. A couple of promoters posted the ad in competitor classified ads newspapers (Al Moubawaba, etc) – the QR Code led people to Alwaseela
Insights, Strategy and the Idea:
People in Saudi Arabia are not accustomed with the use of classified ads. They rely heavily on street announcements in order to sell their products/services/almost everything. They believe that writing their number on a sign on a post lamp, or on a wall in their piece of land; on their car, or on a traffic light, is more effective than classified advertising. Alwaseela, which belongs to Alwaseet, the leading classified ads news paper in the region, wanted to raise awareness about the efficacy of classified advertising in an effort to push Saudis to use this medium to sell and buy