SEAT BELT CSR CAMPAIGN & ACTIVATION | CJ
JUST A RIDE | Activation
The brief was basically about creating a viral buzz around the safety week held in the kingdom sponsored by ALJ
From there on, the work began and the idea manifested itself by not having the right awareness needed of how important the seatbelt is especially in this region.
We thought about how important this issue is and created the SEATBELT literally as the main hero of the visual.
But it didn’t stop there, having a visual outdoor wouldn't cut the beef by itself; therefore, we needed to dig deeper and reach the people where they really are.
So we created an on-ground experiment shot on cam in Al Shallal - a widely known theme park where our main target of age go there to let off some steam and enjoy their day.
An idea that people couldn't predict is an idea that would hit!
Having a problem in the rollercoaster and mentioning to people that the belt wrap is not working and seeing their reactions around don't worry its just a game was amazing, literally leveraging around the concept of not worrying its game which is your life while not wearing your seatbelt.
The video had great hits and was shared throughout social media with retweets and posts our viral campaign started gaining the edge needed, but it didn’t stop there! Thus, there are still more venues where this could hit big.
AbdulLatif Jameel league is seen by millions around the kingdom and branding the t-shits of the players and referees was just the start to continue the viral, it was such a success that people where shocked to see this for the first time done in the fields leading to another milestone won.
This campaign generated much traffic and awareness that police cars were branded, ALJ companies were branded, onground activations in malls was a success, A promise wall was created, inside stadium and on t-shitrs for the first time was a blast having people to do the same and along the video, it all made sense at the same time and complimented each other through a wonderful 360 launch.
After all we are static that this went viral, exceeded our expectations and still running till today.
The campaign was a great success with creative executions and through a simple and clear message "حزامك أمانك” ( Your seatbelt…Your Safety )
OOH Campaign
By branding all the Western region unipoles with a seatbelt
BRANCH BRANDING
JAMEEL LEAGUE
As a sudden surprise, we branded the national football league with our campaign... A message that was seen by almost 5,000,000 football fanatics
EVEN THE NATIONAL POLICE GAVE US HIS BLESSINGS
INMALL ACTIVATION
A huge in-mall activation took place simultaneously with our outdoor and league campaign strengthening awareness over a span of 8 days.
