Nahdi Medical Company has grown dramatically to become the largest retail pharmacy chain in the Middle East and North Africa. Despite the dominant presence and market leadership in both the western and the eastern region of Saudi Arabia, Nahdi’s status in Riyadh is still not up to the same level. Al Nahdi in Riyadh obtains only 26% total spontaneous awareness versus 60% in Jeddah (MilwardBrown 2016). Riyadh contributes with 4% only to Nahdi’s sign board branding (Nahdi retail audit 2016). Given that in Riyadh there is a huge number of competitors, it is the best time for Nahdi to take action. Our objective is to gain market leadership by increasing transactions through growing store traffic and foot falls to our Riyadh outlets.

Starting on social media and YouTube, , we invited customers to order a car through Careem, a popular app-based car booking service, and benefit from a free ride to the closest NAHDI pharmacy for their personal shopping there. The initiative struck a chord with our female audience and after the first shock wave, we moved the campaign to outdoor media, asserting our invitation to visit our branches, 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 holding the Careem app