Samsung: WRITE IN ARABIC

Credits & Description:

CLIENT SAMSUNG
PRODUCT NOTE 4
ENTRANT LEO BURNETT AMMAN, JORDAN
TYPE OF ENTRY MEDIA: USE OF MEDIA
CATEGORY USE OF SOCIAL MEDIA CAMPAIGN
TITLE WRITE IN ARABIC
PRODUCT/SERVICE NOTE 4
ENTRANT COMPANY : LEO BURNETT AMMAN, JORDAN
ADVERTISING AGENCY : LEO BURNETT AMMAN, JORDAN
MEDIA AGENCY : STARCOM MEDIAVEST GROUP JORDAN, JORDAN
BECHARA MOUZANNAR LEO BURNETT MENA CHIEF CREATIVE OFFICER
MALEK GHORAYEB LEO BURNETT EXECUTIVE REGIONAL CREATIVE DIRECTOR
JOELLE JAMMAL LEO BURNETT AMMAN MANAGING DIRECTOR
RAND KHAWAJA LEO BURNETT AMMAN COM. DIRECTOR
SOUHA SAMAHA LEO BURNETT AMMAN COM. MANAGE
MOHAMMAD AL AMAD LEO BURNETT AMMAN COM. EXECUTIVE
MAYADAH ABU/SHAAR LEO BURNETT AMMAN SENIOR ARABIC COPYWRITER
KHALIL KHATTARI LEO BURNETT AMMAN SOCIAL MEDIA MANAGER
SAMAR MAJALI LEO BURNETT AMMAN SENIOR COMMUNITY MANAGER
SIBA ZADA LEO BURNETT AMMAN JUNIOR COMMUNITY MANAGER
SELENA ABEQWA LEO BURNETT JORDAN DESKTOP PUBLISHER
AKRAM ZEIQ LEO BURNETT AMMAN PRODUCTION MANAGER
ARAM TAMANIAN LEO BURNETT AMMAN SENIOR ART DIRECTOR
SARY NAJJAR LEO BURNETT AMMAN CREATIVE DIRECTOR
ABDALLAH ABU SAID LEOCOMM PR MANAGER
OMAR AL ZOBI LEO BURNETT AMMAN SENIOR ART DIRECTOR
Results and Effectiveness:
On the 18th of December, the # was used in Arabic sentences more than 25,000 times. Our messaged reached 177 million out of 422 million Arabic speakers. The average use of our hashtag was 25 tweets per hour in Arabic. The hashtag scored 821’104’000 impressions. The effect was massive that we were featured in the news. Almost every local radio station, newspaper and online news portal mentioned our hashtag, also inviting people to write in Arabic. We were even mentioned in some international TV stations. Our hashtag was one of the most trending in the Arab world.
Creative Execution:
Social Media was the primary tool used to engage with people and achieve the campaign objectives. We decided to launch our event # بكتب_بالعربي 10 days prior to the Arabic language day (December 18th) capitalizing on this in order to create viral effect among the Arabic speaking world. We started with radio ads, featuring key media influencers inviting people to revive the Arabic language online and to join us under # بكتب_بالعربي We supported our radio spots through viral interviews with influential people and opinion leaders, who adopted the cause. We created an event in which people were invited to join us in celebration of the Arabic language on the 18th of December. We placed two huge digital outdoor screens in the busiest part of Amman, where people started reading the online posts and where invited to contribute to the hashtag in Arabic.
Insights, Strategy and the Idea:
Samsung users are always on the run, constantly chasing instant gratification. They’re tech savvy people utilizing technology to achieve their goals in hope of realizing their dreams one day. To them technology is a mean to an end. However with the rise of the internet and due to globalization, the gap between the Arabic language and technology is increasing day by day. We wanted to transform people’s behavior by raising awareness towards the International Arabic Language Day and increasing Arabic online content, solidifying the belief that the Arabic language and technology go hand in hand. So when the opportunity risen with the launch of Samsung Note 4 which has the capability of recognizing Arabic handwriting, we instantly jumped on board. Our main goal was to reinstall pride in our language and remind people how beautiful it is, encouraging them to revive it online.