CLIENT
Mrsool
Ayman Al Sanad , CEO/Co-Founder
Naif Alsmri, Co-Founder
Ali Al Khalil, Marketing
Salih Alzuhair, Marketing
Samir Siddiqi, Marketing
AGENCY
Faisal AlObrah, Executive Creative Director
Imad Abdul Malak, Client Services Director
Suliman Alduhbayei, Senior Copywriter
Abdullah Almousa, Account Manager
Aladdin Abbas, Strategy Director
Haissam Elkays, Managing Director
Abdulkarim Aljehaiman, Account Manager
SUMMARY
With rulings in KSA directing delivery apps to recruit only Saudi riders, Mrsool’s personalized delivery experience wasn’t attractive to local Saudi riders.
Now, the riders came from places where the traditional dialect was considered poetic, and encompassed words that were respect-worthy unlike any other.
So, we made Mrsool’s riders into heroes and humanized its brand.
We celebrated Mrsool’s riders by using locally insightful poetic words to hero the riders and recognized them across channels.
And winning over the riders, positively impacted the brand and business too, as Mrsool earned growth.