SWITCH OFF by J. Walter Thompson Riyadh for Sacoa Entertainment

SWITCH OFF

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Industry Electronic Devices & Home Appliances
Media Promo & PR, Case study
Market Saudi Arabia
Agency J. Walter Thompson Riyadh
Associate Creative Director Rayyan Aoun
Executive Creative Director Chafic Haddad, Nizar Swailem
Creative Director Jihad Ramadan
Art Director Jeff Emmanuel, Hussein Nasser
Copywriter Sara Nasr
Digital Creative Director Arnold Felix Fabella
Released March 2010

Credits & Description

Category: Best Use of Online Advertising
Advertiser: SACO
Product/Service: TORCH
Agency: JWT
Date of First Appearance: Mar 27 2010
Entrant Company: JWT, Riyadh, SAUDI ARABIA
Entry URL: http://74.84.138.96/~general/SACO_EarthHR/TestRun/
Chief Creative Officer: Ramsey Naja (JWT MENA)
Executive Creative Director: Chafic Haddad (JWT KSA)
Executive Creative Director: Nizar Swailem (JWT Riyadh)
Creative Director: Jihad Ramadan (JWT Riyadh)
Digital Creative Director: Arnold Felix Fabella (JWT Riyadh)
Associate Creative Director: Rayyan Aoun (JWT Riyadh)
Art Director: Hussein Nasser (JWT Riyadh)
Copywriter: Sara Nasr (JWT Riyadh)
Director in Charge: Chady Janho (JWT Riyadh)
Account Director: Jad Corbani (JWT Riyadh)
Account Manager: Rami Rousan (JWT Riyadh)
Planner: Ayham Al Hafez (JWT Riyadh)
Digital Designer: Ahmad Magdy (JWT Riyadh)
Art Director: Jeff Emmanuel (JWT Riyadh)
Media placement: Digital - Saco Website - 27 March 2010

Insights, Strategy & the Idea
Saco is the largest hardware store in the region and a well known Saudi institution. Saco offers many energy saving products and to demonstrate and raise awareness of its
environmental responsibility, SACO wanted to participate in Earth Hour 2010. Given that KSA's knowledge of Earth Hour is minimal, we thought that we would start by raising awareness
with Saco customers first. To showcase their commitment to the environment, we decided to use their website, which has 7,000 visitors a day, as a tool to convey our message. We
educated our customers about Earth Hour and asked them to join Saco in the intiative to
support it. Not only did we demonstrate Saco's environmental responsibility but also educated customers, and enabled them to support the initiative with a number of Saco products.

Creative Execution
Given that we wanted to target current customers, the best channel to reach them was the Saco website, which has more than 7,000 visitors a day to reach Saco's current customers.
We decided to switch off the lights on the homepage and allow customers to navigate through the page using one of Saco's energy saving products: a battery powered torch or flashlight.
We then told them about Earth Hour and asked them to join Saco in supporting the initiative by switching off their lights on March 27th 2010.

Results and Effectiveness
As a result, all of Saco's online visitors became aware of Earth Hour and Saco's commitment to environmental responsibility, and more importantly more than 70% committed to joining Saco in switching off their lights for Earth Hour.