Ithra / Saudi ArabiaSocial · Film
Inspire Your World.
Ithra set out to be seen by young Saudis as a working creative hub where they could take part, not only a landmark building, using a docuseries, short films and creators on YouTube, Instagram and TikTok.
- Brand
- Ithra
- Agency
- Leo Burnett KSA
- Market
- Saudi Arabia
- Region
- Saudi Arabia
The challenge
Plenty of people knew the building, but few knew what happened inside it. By the case summary's figures, Ithra drew about 50,000 visitors a month and fewer than 700 programme participants, and many young people had no idea what it offered.
The idea
Leo Burnett KSA built a content programme of video storytelling, social posts, influencer partnerships and a docuseries that showed young Saudis what they could make and learn at Ithra, distributed on YouTube, Instagram and TikTok.
Results
- The MMA Smarties case summary reports higher familiarity with Ithra and better sentiment, a jump in visitors and thousands of volunteer hours in its creative programmes, without publishing exact figures
Case study source: MMA Smarties Source ↗
Awards
- MMA Smarties KSA 2023KSA – Brand ExperienceBronze
- MMA Smarties KSA 2023KSA – Social Media MarketingBronze
- MMA Smarties KSA 2023KSA – Cross Digital Media MarketingSilver
Credits
- Creative agency
- Leo Burnett KSA
- Groupe CEO, Leo Burnett
- Thamer Farsi
- Business Lead, Leo Burnett
- Shadi ElMourad
- Head of Digital & Social, Leo Burnett
- Michael Chedid
- Associate Business Director, Leo Burnett
- George Batrouni
- Creative Director, Leo Burnett
- Alex Choucair
- Associate Creative Director, Leo Burnett
- Fred Wehbeh
- Associate Creative Director, Leo Burnett
- Ehab Armanious
- Associate Creative Director, Leo Burnett
- Alaa Ghazzi
- Senior Manager, Leo Burnett
- Toni Raad
- Art Director, Leo Burnett
- Jad Youssef
- Art Director, Leo Burnett
- Lea Khalife
- Art Director, Leo Burnett
- Alaa Hamdar
- Arabic Copywriter, Leo Burnett
- Abdulrahman Maarouf
- Arabic Copywriter, Leo Burnett
- Majid Ballith
- English Copywriter, Leo Burnett
- Alexander Badran
- Senior Animator, Leo Burnett
- Ahmad Alamri
- Animator, Leo Burnett
- Joyce Chammas
- Senior Executive, Leo Burnett
- Marwan Fizo
- Senior Finalizer, Leo Burnett
- Kamal Fakhraldeen
- Head of Marketing & Communication, Ithra
- Youssef Almutairi
- Head of Brand Marketing, Ithra
- Hatim Bakhaidar
- Head of Marketing & Branding, Ithra
- Wadha AlNafjan
- Head of Social Media, Ithra
- Ghannam AlGhannam
- Head of PR & Media, Ithra
- Hadeel AlEisa
