Successful Ads in Saudi Arabia
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The document discusses how Firefly used its Ideablog platform to explore effective advertising themes in Saudi Arabia. Participants engaged online for 10 days, exploring themes of humor, celebrity, music, and "slice of life". For humor, participants responded best to satire and self-deprecating humor grounded in local culture. Local celebrities were preferred over international stars as they seemed more accessible and a better fit. Modern Arabic pop music was popular. Ads showing realistic "slices of life" had high engagement when the brand fit naturally into the situation and inspired positive rather than negative emotions. Firefly advocates evolving with consumers by giving brands a local feel through relevant stories that audiences can identify with.
Successful Ads in Saudi Arabia
- 1. Successful Ads in Saudi Arabia
- 3. A Unique blend of ingredients Boutique Quality • Dynamic • Involved • Creative • Flexible • Strategic • Consultative Global Network • Reach and Scale • Shared Learning and Best Practices • Harmonized Tools and Methodologies • Consistent Delivery • Cultural Sensitivity
- 4. LATIN AMERICA Argentina Brazil Colombia Mexico Peru EUROPE Czech Republic France Germany Greece Hungary Italy The Netherlands Poland Portugal Spain Switzerland Turkey United Kingdom AFRICA Ghana Kenya South Africa ASIA/PACIFIC Australia China Hong Kong India Indonesia Malaysia Philippines Singapore South Korea Taiwan Thailand Vietnam NORTH AMERICA Canada United States WHERE WE ARE MENA Over 300 research professionals worldwide
- 5. What we do Our Areas of Expertise FOUNDATIONAL • Unmet Needs and Need State Discovery • Category Exploration • Ideation and Brainstorming BRANDING • Brand Essence/DNA • Brand Positioning • Brand Equity • Brand and Product Development CONNECTIONS • Targeting and Segmentation • Shopper Marketing and Retail • Media Mix • Social Media Mining COMMUNICATIONS • Creative Strategy and Development • “Big Idea” Generation • Creative Assessment and Copy-testing • Creative Refinement and Optimization SPECIALIZED IN THE 360° BRAND EXPERIENCE
- 6. How WE do it Ethnography/in-situ Live Work Play Party Shop Eat/Drink Blog Depth Interviews Focus Groups IDEABLOG Video Interviews Family of experts Quant Digital Media Brand Valuation Corporate Branding TOOLS AND SOLUTIONS
- 8. OUR TOOLS REFLECT WHO WE ARE, WHAT WE BELIEVE Philosophy TOOLS Beliefs Character THINK GLOBALLY AND ACT LOCALLY
- 9. If we are ‘different’ now, we would need a ‘different’ approach • Going digital through Ideablog® • The need for a 360 degree personality profile • Reality vs. aspiration... Which would be happening where? • …a combination approach
- 10. Ideablog® : non intrusive tapping into consumer’s ‘private’ space • Conversational platform • Accessible via their mobile : Idea blog Mobile App
- 11. Benefits of the Platform Online platform enables recruitment of hard-to-reach target audiences into a “group” setting Flexible engagement allows respondents to spend time thinking about the topic to provide rich and meaningful uploads and responses Global platform allows clients to conduct research in markets around the world 12 Speak to consumers where they are comfortable with and open to sharing information (sometimes even more than they are when in-person!)
- 12. ‘Real’ life stories – sharing life vignettes Pictures from their daily life– Ramadan Iftaar, Personal belongings and websites they shop from Any discomfort with sharing personal pictures countered by sharing representative pictures
- 13. Freedom of expression • Women are far more expressive on the online platform as compared to the offline world • They would interact with men openly and voice their opinions • Men like to share their overtly expressive personalities online by uploading the content from their real life. Keek, Taufeet, Gangnum/Emirati style, Harlem Shake
- 14. HOW FIREFLY IMPLEMENTED IDEABLOG® TO EXPLORE ADVERTISING THEMES IN SAUDI
- 15. 1166 REVIEWING IDEABLOG ® METHODOLOGY
- 16. Ideablog® at play… 17 Ideablog® was conducted in KSA Participants actively engaged for 10 days were online 2/3 hours a day • Men and women participated • Aged varied between 18 and 29 years old • A mix of Egyptians and Saudis All participants were exposed to the same stimulus
- 17. Ideablog® at play… 18 A 3 phases process to help us focus and delve deeper in understanding consumers’ responses to themes 1. Exploring 4 themes 2. Participants shared ads relevant to each theme 3. We have injected ads related to each theme to amplify their views
- 18. Having looked at the top ads in MENA, we explored 4 executional themes… 19 Humour Celebrity Music Slice Of Life
- 19. A different way to deconstruct Ads EVOLVED DECONSTRUCTION OF ADVERTISING Processing of Ads 20 “ I take time to process before I share my feedback” • I process the ad at my own pace, my feedback will be more detailed! • Ability to replay the ad many times. • Take the time to reflect before sharing opinions. • Read the feedback of other participants , comfortable sharing contradictory views.
- 20. Very Detailed Feedback On Ads 21 The ad with Ronaldo for Mobily doesn’t not make sense! 1. What is Ronaldo doing there ? He has no role in this ad and having him doesn’t serve in any case the brand. 2. If they have used him to attract our attention, it is useless because he can only be noticeable when he is in the field or making one of his moves 3. The fact that he is speaking Saudi is even more useless cause what he said does not make any sense, 4. The brand Mobily comes at the end, no one would remember it is a Mobily ad.
- 21. DEEP DIVE INTO THE THEMES
- 22. MENA Consumers Relationship With Ads And Brands 23 • Consumers in the region currently look upon advertising primarily as being Informative: – About the product/ product demo – Spontaneous focus is usually on the functional benefits of the product they can identify • However, the market is moving to ads playing in the emotional space – Encouraging identification with a lifestyle or image that the brand owns • In such a scenario, the differentiator across ads therefore becomes the entertainment value offered by the ads through elements. • And ads which offer these aspects appear to engage consumers more than purely imagery ads.
- 23. Having looked at the top ads in MENA, we explored 4 executional themes… 24 Humour Celebrity Music Slice Of Life
- 24. Humour
- 25. The type of humour Saudis enjoy… 26 • Ad relevancy results form humor based around a specific cultural nuance, using dialect specific humor, and country specific situations • There is an evident attraction to a more satirical, self-deprecating humor, and use of play of words. • Humor is perceived as a way that help people cope with harsh reality and therefore needs to ultimately trigger positive emotions. Omar Hussein in 3al6ayer (As it goes)- A satirical Saudi program on internet 380,000 Twitter followers. Every video has approximately 400,000 views Saudi Community: Sharing Self Deprecating videos on Saudi made by Saudi 1,141,974 viewes, 182,548 followes and 14, subcribers
- 26. Some examples they have shared with us… Snickers Ad MTV Arabia Ad Funny, Relevant, Self- Deprecation of Saudi youth behavior • Relevant situation • Smart analogy, play of words • Positive impact on protagonists Mobily Ad Funny yet the hero is not in a satisfying situation
- 27. Evolve with Your Consumers’ Sense of Humour • We do have the license to explore and play with different types of humor in the region • Play of words, positive Self Deprecating situation can be explored 28
- 28. Celebrity
- 29. Expectations from Celebrities 30 Local Celebrities Accessibility Fit with Brand Local celebrities resonate more and drive engagement Brand values need to fit with the Celebrity reputation are likely to drive persuasion and credibility Presence in social media, taking part in socially responsible activities
- 30. Locally acclaimed Celebrities generate a stronger emotional connection 31 Yasser Al Qahtani Saudi Respected in football world Credible in the ad (Gillette) Tuba Buyukustun Turkish actress Pantene commercials Hend Sabry Tunisian actress Followed in TV series - Not relevant to brand (“her hair is different than ours”) Cristiano Ronaldo Respected football player - He is everywhere (“no credibility in that” – KFC ad)
- 31. Give Your Brand A Face Which Represents Your Consumers… 32 • Local Celebrities enable to create a strong emotional link. • Presence in Social Media has become important for Celebrities from the region • Three elements need to be aligned: the celebrity values , brand image and the brand story.
- 32. Music
- 33. Music is About Modern Pop Arabic Music • In the region, the new trend is Fusion. Mixing Arabic tunes with more Western types of music. • Music should be selected keeping in mind tastes of the audiences. • National popular music should be considered. Saudis accept more regional tunes We love Arabic beats, modern ones! It attracts the attention to the ad and makes it more pleasant to watch Qusai Kheder Arab Pop style is what we love! Beats that we love and words that we can relate to!
- 34. Slice Of Life Finally ….
- 35. Slice of Life Directly Impacts Engagement 36 Helps the Brand build Engagement through relevance of the story ENGAGEMENT Relevance • Culturally & socially rooted situations • Creates identification Brand Fit Motivations • The brand needs to fit to the situation depicted • Brand has to play an active role • Positive emotions are key drivers for this region • Negative emotional payoff is rejected ( guilt, fear…etc)
- 36. Relevance… Portraying the “ Authentic ME “ The Art of bringing Consumer Truth To Life 37 • Manifestations of Consumer Truth become very country specific, not only regional. When an ad is showing our reality, how we Egyptians live and interact, it create a lot of happiness and emotions… you forget that it is an ad and you just enjoy watching … For example all Coke ads reflects our reality in a very beautiful manner … When it is an ad which shown Saudi youth doing things that we do, we feel that the brand cares about us and understands us … Snickers ad is great, that’s what we do and how we talk!
- 37. Brand Fit… How to tailor the brand and to story 38 • Consumers look at ads as being primarily informative. Usage occasion, end benefit should be relevant to the situation depicted. • Ads showcasing the brand without establishing a clear connect with the situation are usually not liked because consumer fail to understand. An ad which show our reality… and the brand has to make sense in the situation … For example friends gathering in the street and drinking soda and eating chips is very true! The presence of the brand need to make sense to me… Sometimes there is no relation between the brand and the ad… Or maybe I just don’t get it
- 38. Motivations… Inspiring Positive Emotions • Saudis seem to prefer a more simple 39 • Situations showcasing negative emotions such as guilt, discomfort, shame .. Etc. do not work well in the region. We need happiness, hope, love, enjoyment in ads! Across Why are they showing her conciseness telling her not to go for sweets! If I want to eat something tasty I will eat it! I don’t like such ads which want to make you feel bad about your choice and present their brand as “ What is good for you!”
- 39. Connect in A locally Relevant Way • Slice of life allows to get into the emotional mind space of your consumers. 40 • Recognizing the variation of the market is essential in order to have winning executions
- 40. The future of Ads in the region is happening NOW!
- 41. Advertisers Have the Opportunity to Evolve with Consumers Engagement is more about the story and not just the message 42 Evolve with Your consumer Give your brand a face which they identify to Give your brand a local feel
- 42. 43 The power of insight !!! Any Questions? Get in touch with Rasha Metwali [email protected]
Editor's Notes
- #2: Get Your Advertising Right
- #4: Tailored for your تفصيل As part of the global Firefly Millward Brown network, the unit develops innovative approaches to discover and illuminate consumer insights and drive brand success. Firefly Millward Brown brings complementary expertise to Millward Brown’s proven brand, advertising and digital research solutions. – tailored for your تفصيل
- #5: Firefly Millward Brown has over 40 locations worldwide, each office complementing the strengths of the next. Firefly researchers see the world through consumers’ eyes – all the while keeping a 360º perspective on the brand experience.
- #6: تأسيس Brand, communication, media
- #7: Brand, communication, media
- #9: 1- Character -We are PASSIONATE about finding insights, discover the why behind the what – the real issues – and APPLYING what we learn to drive clients’ business forward 2- OUR PHILOSOPHY ON BRAND BUILDING : Dig deeper and get closer by observing and talking to consumers in their natural surroundings Look at things through different eyes, perspectives and angles, to illuminate true insights Pay as much attention to what people don’t say as what they do say to get the fullest picture possible 3- Focus on deeply understanding (and constantly measuring) brands, communications and media Engage consumers via knowledge, experience and emotion Use one or more of the following to achieve brand success: rational benefits, emotional benefits, dynamism, uniqueness, popularity, and value Using technology in today’s new media age THINK GLOBALLY AND ACT LOCALLY – truly “glo-cal”
- #10: After Indonesia (44%) KSA is the 2nd largest population on twitter with 3M users The digital advertising is forecasted (by Arab Net Digital Summit 2013) to grow at an average of 35% per year in the next 3 yrs Arab youth become more modern in their thinking. They are more aware of their surroundings. TV viewership have decreased and Internet has increased They access and follow political news online
- #11: The different approach is capturing the digital/ social face of the individual through our propriety tool Ideablog. Which enables us to get the 360 degree profile of the consumer’s personality. ** KSA is the second largest population on twitter with 3m users (42%)
- #12: Through Ideablog we tapped into the private life of the consumer like his own shadow, without making him feel conscious or scrutinized من خلال Ideablog نحن استغلالها في الحياة الخاصة للمستهلك مثل ظله الخاص، دون يجعله يشعر واعية أو تمحيص
- #13: 1- Blog environment leverages the existing behavior of social networking 2- and/or accommodates a diverse geographic representation 3- Flexible engagement allows respondents to spend time thinking about the topic at hand and crafting their responses to provide rich and meaningful uploads and responses 4- Global platform allows clients to conduct research in markets around the world
- #14: لقطات من الحياه We realized that consumers are like an open book in their online space because they share everything about themselves online without any hesitation. The beauty of IdeaBlog is that our participants have “more than words” to express themselves. They images, videos, emoticons and other E-Expressions … And in circumstances where they can not share their own pics, they share the representative pics from Google.
- #15: We see a high degree of involvement, engagement in their responses on the blog which projects their expressive nature online النساء أكثر بكثير معبرة على منصة على الانترنت بالمقارنة حاليا في العالم فإنها تتفاعل مع الرجال علنا والتعبير عن آرائهم
- #18: IdeaBlog is not just an online platform, It is a co- creation tool where all the brand stakeholders can be involved, technically it allows us to share videos, pack shots and different multimedia materials, it allows our participants to create perceptual maps. Firefly experience in Brand and Communication is leverage through IdeaBlog. We have expertise in the region and we do also have a very extensive experience globally. The study is : EXPLORE ADVERTISING THEMES IN SAUDI
- #19: The first section was about introducing the theme and exploring it in detail to understand comprehension, relevance, likes/dislikes for each of the theme The second section was about making them share examples of ads which they find relevant to each theme and understand the link between the ad they have shared and the theme The 3rd section was about evaluating ads for each theme and diving deeper into understanding what works and what doesn’t work for each theme.
- #21: طريقه مختلفه لتفكيك وتحليل الاعلان When exposed to Ads ( TV Ads or Online Ads) in Ideablog, our consumers have the time to process them in their own pace. They can replay them, organize their thoughts, check previous comments and then share with us their feedback… How does it impact the way they process and deconstruct ads …
- #22: Organized thoughts and every aspect of the ad is decoded Evident Focus On The Emotions Triggered
- #24: Based on MB experience in the region, we know that consumers consider advertising primarily as a source of information: Information about product and focus is usually on the functional benefit. Market is evolving to ads playing in the emotional space : Coke, Vodafone and Du are some of the examples. Entertainment becomes the main differentiator rather than pure ad imagery.
- #27: Keek Saudis was for us the surprise. Saudis filming posting videos of themselves. Mainly based on Self Deprecating humor, the funniest videos can reach over 1 million viewers. Form Saudi, Al Tayer is an online show which play of words while showing slice of life from Saudis reality. Every video posted gets approximately 400,000 viewers and mostly positive feedbacks. النتائج ارتباط الإعلانية تشكل الفكاهة القائمة حول فارق بسيط الثقافي الخاص، وذلك باستخدام الفكاهة محددة لهجة، والبلاد حالات محددة هناك عامل جذب واضح إلى أكثر الساخرة، والنكتة الذاتي الاستنكار، واستخدام اللعب من الكلمات. وينظر الفكاهة كوسيلة تساعد الناس على التكيف مع الواقع القاسي، وبالتالي يحتاج لتحريك المشاعر الايجابية في نهاية المطاف.
- #28: Sinkers Ads are using Play of words as a base for the humor. MTV Arabia as which they have shared with us is based on Self Deprecating Humor which is quite unusual in Saudi Ad scene Mobily ad. Everything was liked- Funny situation , but the fact that the closing of the ad is showing the main protagonist in an uncomfortable situation was the main reasons they didn’t like it. What does this mean for us as marketers ? Snickers: http://www.youtube.com/watch?v=iQoAcdmHmg8 MTV: http://www.youtube.com/watch?v=kA71rQucbAM Mobily: http://www.youtube.com/watch?v=UC-3gy875iA انت مو
- #29: طور روح الفكاهة
- #31: المشاهير المحلية صدى أكثر Celebrity accessibility through social media emerged as an important element They all follow celebrities on Twitter or Facebook Help them identify with him/ her
- #32: Having Local celebrities for Global Brands creates a sense of Pride in the region, it means that brands recognize their Arab identity and ther ذات المشاهير المحلية للماركات العالمية يخلق شعورا بالفخر في المنطقة، وهو ما يعني أن العلامات التجارية تعترف بهويتهم العربية وذر Celebrities who take part in social responsibility activities are highly liked. In Saudi, it is more related to the participation in healthcare and educational programs efore reinforces their connection with the brand.
- #33: عرب
- #35: النغمات البوب العربية المودرن Brand Like Coke and Vodafone are good examples of how this fusion can be done successfully وينبغي النظر في الموسيقى الشعبية الوطنية. يقبل السعوديون أكثر الإيقاعات الإقليمية
- #36: بناء على خبرتنا، لقطات للحياة تمثل تحديا من منظور إقليمي: الفقراء نقلها عبر البلدان القدرة على التكيف مع الفروق الدقيقة الخاصة بكل بلد مهم
- #38: اوثينتك )) أصيل ) عتيق Coke Tapping into a consumer need/want
- #39: مصدر معلومات The brand has to make connection with the situation All the Ads they are referring positively to are : Pepsi, Coke and Snickers ads.
- #40: Insert – include -
- #41: Recognizing the variation الاختلافات of the market is essential in order to have winning executions
- #43: 1- play of words are new humor types to explore - Humor as a vector of positive emotions 2- Local celebrities can become the face of your brands - Opportunity to successfully “Localize” Global brands 3- Slice of Life is key to create an emotional connection with your brand - Start from Consumer Truth to come up with relevant executions