Data-Driven

Data-driven media is the application of data and technology to identify and match the right audiences to the right message at the right moments.

2021 GOLD

Did you get 5G?

In 2020, mobile operators spent millions on campaigns stretching 5G muscles. For everyday users, who game, stream and chill, 5G was looking very complicated. so stc came in and owned 5G, by simply explaining it. People with 5G questions went to Google.   stc partnered with Google, pulled-out data about people’s queries and answered them in the most simplified way with Sohaib, Saudi’s funniest comedian. Every person that Googled a 5G question, was met with a funny, simple, video when they opened Youtube, answering their question directly.

Brand: stc
Client: STC
Agency: Wunderman Thompson Riyadh
Language: English

2021 SILVER

KFC Creative Intelligence

One of the best uses of AI in optimizing creative effectiveness that directly impacts the bottom line of the business. We used ML to derive revolutionary insights to identify and weight elements within the creative such as products, background colors, texts. The learning was applied by elevating high performing elements to make the best version of the creative. The new creatives impacted the performance of the first test performance marketing Campaign resulting in 167% higher Conversion rate and 63% higher click through rate. Learnings were applied on the subsequent campaigns.

Brand: KFC
Client: Yum ! Brands / KFC MENA
Agency: Hearts & Science
Language: English

2021 BRONZE

Be Present. Not Around.

We needed to sell more OMO. Instead, first, we sold an idea. Not just to OMO. To families across the Gulf. An idea inspired from an alarming data-driven insight. An idea that positively provoked parents to be more present with their children, not just around their children. An idea that elevated OMO’s purpose-driven journey of dirt being good. An idea that used social media but used it to get people off social media, through data-driven targeting and content. An idea that drove conversations, and growth for OMO’s brand and business.

Brand: Unilever - OMO
Client: OMO
Agency: FP7 McCann, Dubai
Language: English

FINALISTS

MEDIAS NOCHES BIMBO Y BIMBOLLOS BIMBO LA GRAN GUÍA DE JOCHOS Y HAMBURGUESAS

Nosotras Intimawear Nosotras Intimawear: Una Revolución Sostenible y Empática en el E-commerce

Inca Kola La teoría de la retornabilidad de “Albert E”.