THIS & THAT by J. Walter Thompson Riyadh for SACO

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THIS & THAT

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Industry Electronic Devices & Home Appliances
Media Promo & PR, Case study
Market Saudi Arabia
Agency J. Walter Thompson Riyadh
Executive Creative Director Chafic Haddad, Nizar Swailem
Art Director Rawad El Dahouk
Copywriter Yazeed Al-Harthi
Illustrator Ismael Esber
Digital Creative Director Arnold Felix Fabella, Martin Garnaud
Released February 2011

Credits & Description

Category: Best Use of Online Advertising
Advertiser: SACO
Product/Service: HARDWARE/HOME IMPROVEMENT STORE
Agency: JWT
Date of First Appearance: Feb 23 2011
Entrant Company: JWT, Riyadh, SAUDI ARABIA
Entry URL: http://74.84.138.96/~general/SACO_Corp/saco-home/saco-home.html
Chief Creative Officer: Ramsey Naja (JWT MENA)
Executive Creative Director: Chafic Haddad (JWT KSA)
Executive Creative Director: Nizar Swailem (JWT Riyadh)
Digital Creative Director: Martin Garnaud (JWT MENA)
Digital Creative Director: Arnold Felix Fabella (JWT Riyadh)
Art Director: Rawad El Dahouk (JWT Riyadh)
Graphic Designer: Amin Dada (JWT Riyadh)
Illustrator: Ismael Esber (JWT Riyadh)
Digital Designer: Firas Ghannam (JWT Riyadh)
Copywriter: Yazeed Al Harthi (JWT Riyadh)
Director In Charge: Chady Janho (JWT Riyadh)
Account Manager: Jad Haddad (JWT Riyadh)
Planner: Ayham Al Hafez (JWT Riyadh)
Media placement: Website - Banner - 23-Feb-11
Media placement: Website - Banner - 24-Feb-11
Media placement: Website - Banner - 27-Feb-11

Insights, Strategy & the Idea
SACO is the biggest hardware and home improvement store chain in Saudi Arabia. Its client base ranges from mothers and housewives looking for toys and cleaning tools, to young couples looking for basic furniture, to professional construction workers and companies looking for power tools and building material.
With the rapid growth of internet penetration in the country across demographics, SACO wanted to increase its brand presence and advertising online and show that, unlike your everyday hardware store, you can depend on it for every area of your home. We wanted to take casual banners a step further.

Creative Execution
We thought of comic situations around the house, where the "hero" goes through a series of accidents, all fixable with products from SACO's range. At the end of each banner scenario, we placed icons for the products used in the banner that took you to the products' page on the online catalogue on the SACO website.
For example, our hero sits on a couch reading the paper. The light bulb starts flickering, a message is shown: "at SACO, we have tons of bulbs". The hero gets up and brings a ladder as "we have ladders too!" appears. He then swings the ladder and it hits a vase on a seemingly unrelated "Art Expo" nearby banner and breaks it. The massage "oh, and we have all types of glue!" is shown. Finally, three icons appear, one of a light bulb, the other of a ladder, the third a bottle of glue.

Results and Effectiveness
The banners caused an instant and large spike in visitation to the company site. They also created online buzz on popular forums, with some postings linking to pages showing the banners. In addition, SACO staff reported several compliments for the banners from clients who liked them.