Dubai Lynx

Support Her Journey

AL JOMAIH AND SHELL LUBRICATING OIL COMPANY LIMITED, Riyadh / SHELL / 2019

Awards:

1 Shortlisted Dubai Lynx
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Overview

Entries

Credits

Overview

Background

Saudi Arabia had never allowed women to drive. In 2018, this would change. But despite the progressive steps the country's lawmakers were taking, its male population was slow to embrace it. And although women were initially eager to take to the roads, enthusiasm dropped off as the day approached—largely out of fear for Saudi male skepticism, and in some cases, even threats.

Our campaign set out to change the mindset of Saudi men, turning their skepticism into vocal support. We knew that if we could get even some of the male population to embrace this change, we could empower Saudi women with the confidence to take the next step forward.

Idea

Saudi men didn't trust women to drive. So we reminded them that women have always been driving. Driving families. Driving communities. Driving society.

We created an unscripted piece of branded content, inviting 5 male figures to answer our questions about women driving. Over the course of the journey, they came to the realisation that the women in their lives had played pivotal roles in driving them forward. And that it was time for them to return the support.

This film was shared as our tool to spark the debate—and for the first time, turn Saudi male cynics, into vocal supporters of women's rights.

Strategy

Research showed that 82% of women in KSA intended to drive post the announcement, but that this number dwindled as the date approached—due to a largely negative response from men.

We saw an opportunity to reach past our current audience (Saudi men, 18 and older, across all demographics), and for the first time, reach Saudi women, who were brand neutral and yet to form an opinion about lubricant brands on the market.

We aimed to win the hearts of Saudi women by speaking to men. Showing how it was time for men to return the support that women have always shown. We wanted women to feel empowered that a brand wasn't just 'wishing them luck', but actively driving beside them in their journey.

Outcome

We generated 6.1 Million views on YouTube, made 86.5 million impressions overall, and saw an average engagement rate/view time of 52%. We increased the Youtube subscription for Shell KSA by 20%, and the video was shared over 10,800 times.

In addition, we sparked an intense online debate of over 8000 comments. And for the first time, men in Saudi Arabia became vocal advocates for women's rights.

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