Samsung's note series is equipped with an Arabic hand recognition feature, making it easier for Arabs to use technology using their mother language. We saw this an opportunity to raise awareness towards the International Arabic Language Day and increase Arabic online content.

We created:

- a facebook event inviting people to join and celebrate the Arabic language on the 18th of Dec using the #

- trendy designs of the 28 alphabets of the Arabic language

- a series of videos of media influencers inviting and encouraging people to the event

- a series of radio spots

- a collection of pins, frames, coasters and bracelets

- invitation cards with a "ctl alt" keys on (particularly for bloggers)

Social Media was the primary tool used to engage to achieve objectives. We launched our event #write in Arabic 10 days prior to the Arabic language day capitalizing on this in order to create viral effect. We started with radio ads featuring key media influencers inviting people to revive Arabic online and to join us under the hashtag. We supported our radio spots through viral interviews with influential people. We created an event where people were invited to join in celebration of the Arabic language. We placed two huge digital outdoor screens where people contributed and read posts live.

35’000 Facebook users responded to our online event invitation and engaged constantly. On the 18th of December, the # was used in Arabic sentences more than 25,000 times. Our messaged reached 177 million out of 422 million Arabic speakers. The average use of our hashtag was 25 tweets/hour in Arabic. The hashtag scored 821’104’000 impressions. Our movement gave birth to 122,000 online posts written in Arabic, reminded 177 million people of the beauty of our language and its letters and ensured that the Arabic language will live on as long as we champion it.

The initiative and the hashtag where adopted by brands, posting and retweeting it on their social media pages. The cherry on top; the Jordanian royal family, acknowledged the initiative and hashtag and went out of their way to support on their personal social media pages.