Cannes Lions

Nahdi Careem

STARCOM, Jeddah / AL NAHDI PHARMACIES / 2017

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Overview

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Credits

Overview

Description

In Saudi, women driving is a social taboo. This has affected retail business targeting women significantly yet silently. And although many alternatives exist, like Taxis and Personal Drivers, it wasn’t until the boom of car ride apps that women could get the relief they were looking for. The privacy and choice ride apps provide help women get where they need to go without overstepping social boundaries.

Our idea was to partner with Careem, the most popular app based car booking service in the Kingdom, to offer free rides for females from home to Nahdi outlets so they can get what they need at the pharmacy.

Execution

Starting on social media and YouTube, we invited women to order a car through Careem and benefit from a free ride to the closest NAHDI pharmacy for their personal shopping. After a positive initial response from our female audience, we moved the campaign to outdoor media, asserting our invitation to visit our locations, free of charge. Next step was the BTL: we placed leaflets in all 200 NAHDI pharmacies in Riyadh, hanged some on door-hangers in residential buildings, and sent SMS to all Careem users. A pop-up advert also appeared on mobile phones with the Careem app installed.

Outcome

Our initiative delivered brilliant results, increasing NAHDI footfall by 20% in October and reaching a record breaking 40,000 customers per day (Nahdi retail audit). Social and video spread and engagement were outstanding with more than 10 million impressions/views, achieving CTR and CPV 25% lower than the industry benchmark (Agency Saudi Report).

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