CLIENT
Almarai Company
Nabil Sleiman, Lead Communication
Mohammad Tanveer, Lead Media
Hamza Shaqman, Digital Marketing
Basmah Albooshi, Senior Media Supervisor
AGENCY
Wunderman Thompson Riyadh *Lead Agency
Rayyan Aoun, Executive Creative Director
Jean El Azar, Lead Creative
Abdulrahman El Minawi, Lead Account Management
Hussein Nasser, Creative Director
Chafic Haddad, Chief Creative Officer MENA
Rawad El Dahouk, Strategy & Planning
Rania Albader, Arabic Copywriter
Albatoul Alhassan, Arabic Copywriter
Alanoud Alotaibi, Arabic Copywriter
Hana Ghemrawi, Conceptualizing & Art Direction
Alaa Abu Hammeen, Business Director
Spark Foundry (KSA)
Imran Khalid, Business Director
Sala Salameh, Associate Business Director
Abdulrahman Tkaidek, Media Manager
Khaled Alsaadawi, Media Executive
Elham Fanous, Media Executive
SUMMARY
During Ramadan, Food-and-Beverage brands heavily compete over overpriced tv sponsorships and ad-space across tv channels to build relevancy and boost sales.
To cost-effectively advertise over 25 of its products, Almarai had to find maintain a wide reach and build high product relevancy.
With 23Mil. people flooding online platforms enjoying a large number of Ramadan shows, Almarai decided to hijack all premium MBC tv content, and sandwiched over +500 customized videos on their online platforms. A smart algorithm guaranteed Almarai products were present throughout all Ramadan’s consumer online entertainment moments.
