Chevrolet Arabia / UAE / 2023Social
Fawazir.
Chevrolet brought back Fawazir, the Ramadan riddle show, as a TikTok series that slipped road safety tips in between the puzzles.
- Brand
- Chevrolet Arabia
- Agency
- Commonwealth//McCann
- Market
- UAE
- Region
- GCC
- Year
- 2023
The challenge
Fasting drivers deal with hunger, dehydration and low blood sugar, which slow reactions and shorten tempers on the road. Chevrolet wanted to talk about Ramadan road safety without the usual warning tone.
The idea
Commonwealth//McCann built a retro riddle series for Chevrolet Arabia's TikTok account, hosted by Zeina Makki. Each episode posed a riddle and a safety tip; viewers posted their answers in the comments and followed the account to get the solution.
Results
- Chevrolet's follower base doubled over the Ramadan campaign, according to Campaign Middle East.
- March was the channel's most engaging month since its July 2022 launch, according to Commonwealth McCann's executive creative director.
Case study source: Campaign Middle East Source ↗
Awards
- TikTok Ad Awards METAP 2024It's the Creative for MeGold
Credits
- Creative agency
- Commonwealth//McCann
- Executive Creative Director, Commonwealth McCann
- Andrej Arsenijevic
- Brand Advertising Manager, Chevrolet Arabia
- Sara El Esnawy
- Host
- Zeina Makki
