Almosafer / Saudi Arabia / MENA / 2019Film · Social · PR Stunts
As Far As We Go.
A Ramadan film for Saudi travel platform Almosafer used a child's journey to share the spirit of the season across cultures.
- Brand
- Almosafer
- Market
- Saudi Arabia / MENA
- Region
- MENA
- Year
- 2019
The challenge
Facing strong competition and declining market share, Almosafer wanted to connect with audiences during Ramadan through an emotional travel story.
The idea
A young girl travels to wish Santa Claus Ramadan Mubarak. The wider campaign extended its message of inclusion through airport greetings, travel offers and gifts.
Results
- The WARC case study reports 48 million organic cross-platform views and 64% growth in market share during Ramadan and Eid (https://www.warc.com/en/article/almosafer%3A-as-far-as-we-go-6b99c342d89c48f98ce601c50a44a856).
Case study source: Ads of the World Source ↗
Awards
- WARC Awards 2020 — Gold, Effective Use of Brand Purpose (https://www.jcnnewswire.com/english/pressrelease/59375/2/WARC-Awards-2020---Effective-Use-of-Brand-Purpose-winners-announced-)
- WARC Prize for MENA Strategy 2020 — Bronze (https://mediaavataarme.com/news/advertising-marketing/8375/warc-mena-strategy-2020-winners-announced/)
- Dubai Lynx 2020/2021 — Gold, Media / Challenger Brand (https://d2tlfce4un01ic.cloudfront.net/dubai/downloads/previous_winners/Dubai_Lynx_2020_2021_Media_Winners.pdf)
- Loeries 2020 — Bronze, Film / Online Film above 30 seconds (https://modernmarketing.co.za/loeries-announces-2020-award-winners-during-creative-week/)
Credits
- Brand
- Almosafer
- Creative agency
- FP7 McCann Riyadh
- Creative agency
- FP7 McCann Dubai
- Production company
- Dejavu
- Director, creative and strategy
- Tahaab Rais
- Executive producer
- Manasvi Gosalia
- Director of photography
- Bobby Dhillon
- Producer
- Kavya Iyer
- Creative director
- Ramzy Haddad
