Jawwy, a Saudi telecom brand from STC, believes in fairness at all times and wants to perpetuate the Ramadan spirit all-year long. With the help of FP7/MENA agency, they created a Ramadan campaign, which didn't launch during Ramadan.
It is well known that during Ramadan people do good deeds and help others more than at any other time of the year. But, it tends to be “limited time goodness.”
For Jawwy, acts of kindness and self-sacrifice need not be limited to Ramadan month. So it felt it was important to remind everyone to perpetuate and live that Ramadan spirit all year long by making sure that doing good deeds and helping others becomes an everyday habit.
Since Ramadan tends to be the advertising bonanza in the Middle East with advertisers investing in manifold campaigns, this year Jawwy decided to launch its Ramadan campaign … after Ramadan!
Although Ramadan might be the inspiration to motivate people to do more charitable work but good deeds should not be limited to one month per year. That’s Jawwy’s message and the campaign served as further reassurance that the spirit of giving, prevalent during the holy month, should teach us to be more compassionate all year-round. Because, to be honest, it’s not fair to limit acts of goodness and generosity to just thirty days when putting something back into our communities should be a year-round venture.
A series of teasers were launched during the last few days of Ramadan with the main campaign kicking-off just after the holidays with an online film showing how differently people act in and out of the holy month.
A thoughtful strategy that helped Jawwy resonate with its customers and rise above the noise while also helping establish the brand’s identity. The film was viewed over 6 million times since its launch on YouTube over a month ago.
A digital challenge was then launched asking people to keep the Ramadan spirit alive by picking a simple good deed ( Donate – Feed – Help – Visit – Tolerate - Smile) and then tagging a friend to do the same so that the circle of fairness never stops!
But Jawwy’s after-Ramdan campaign did not stop there!
It went live on the ground too with activities you normally only see during Ramadan except this time it was outside the holy month! Jawwy placed donation boxes in the supermarkets, hosted meals for the needy in Mosques and distributed water at the traffic lights.
While other brands were active during the month of Ramadan much like the goodness of people, Jawwy, with the support of FP7 McCann Riyadh and FP7 McCann Dubai was looking at owning the rest of the year with its clever, insightful and meaningful after-Ramadan campaign-- a definitive great way to capture attention and break through the noise by challenging the conventions of the industry. And by doing things differently, Jawwy indeed managed to set itself apart as an ethical, compassionate business.