For Al Waseela, AWI Company collaborated with LEO BURNETT KSA, to create a campaign targeting KSA youth to engage them in a creative and relevant matter as well as to increase awareness for the Waseela Brand name, educate the public on benefits of using classified ads, increase consumer interaction with Waseela, and positioning Al Waseela as the easiest and most efficient way to buy and sell goods in KSA.

The first phase of the campaign, which was spread over 3 days, mobilized over 1000 street promoters all over KSA carrying posters featuring a QR code and inviting people to scan it. Once the QR Code was scanned, the person is directed to a revealer movie hosted on YouTube informing him/her of the solution which is Al Waseela.

As a result, 58,000 people scanned the QR code in only 5 hours, 70000 re-tweets, 188000 likes on Facebook, a total of 77000 views on YouTube, 500000 views on electronic media & social media which is equivalent to around 1M Saudi Riyals worth of free PR. This campaign was able to increase the sales of classified ads by 20+% during the period of the campaign.

“It’s fantastic to be awarded this prestigious award,” said Bachar Kiwan, Chairman of AWI Company. “Winning this award means that all the efforts that we have pouring into becoming one of the pioneers of innovation and values of excellence in the publishing field are paying off. For us, this is only the beginning."

Commenting on the honor, Imad Kreidieh, COO of AWI Company said: “If this award means anything, it gratifies the team work of outstanding people. I have followed this particular project since its inception and was amazed by the creativity of the marketing team members. Be it Silver, Gold or platinum, it’s irrelevant. What matters to the company is the depth of our commitment to the brand we serve and our continuous quest for excelling in what we do. This is the drive that will keep us moving forward.”