This work stands-out in the "Integrated" category, showcasing a comprehensive approach to marketing and audience engagement. Focused on highlighting Konoz's diverse projects, our campaign embodies a strategic, fully integrated marketing effort across multiple platforms. The meticulous blend of visually compelling designs, strategic market research, and unique creative direction ensures a harmonious narrative. Each element is thoughtfully intertwined, creating a cohesive and unified message. This approach maximizes the reach and effectiveness of our campaign, ensuring a holistic and engaging experience for the audience. The seamless integration of diverse strategies highlights our commitment to delivering a compelling and unified marketing effort.

In the context of Saudi Arabian culture, Konoz, initiated by the Ministry of Media, holds significant cultural importance. The films, Horizon, From This Land, and Chapter 295, produced by Konoz, aim to showcase the rich cultural heritage, hidden treasures, and key events of the country. Given the cultural significance of preserving and promoting Saudi Arabia's cultural elements, these films become powerful tools for cultural documentation. In Saudi society, there is a deep appreciation for initiatives that highlight the nation's diverse natural beauty and historical significance. The campaign's success, as reflected in impressive engagement metrics and praise locally and internationally, underscores its resonance within the cultural context and its ability to connect with a broad audience that values films, documentaries, and content that celebrate Saudi culture and heritage.

Background:

Konoz, an initiative by the Ministry of Media in Saudi Arabia, produces films that spotlight the nation's hidden treasures, significant events, and cultural elements. The project aimed to leverage marketing plans and campaigns for their films.

Situation:

The films sought to address the need for documenting and promoting Saudi Arabia's cultural elements. With an audience interested in films, documentaries, and social media content, we created engaging narratives that resonated with various age groups.

Brief:

Developing integrated marketing plans for each film

Ensuring a high level of professionalism and creativity

Creating a vibrant community that interacts with Konoz's content

Aiming to reach a target audience of ages 16-60 interested in Saudi culture, history, family-oriented content, and social media.

Objectives:

Convey the documentaries' messages effectively, emphasizing Saudi Arabia's natural, cultural, and environmental diversity.

Increase brand awareness for Konoz films

Enhance customer engagement.

Achieving significant reach, and views across social media platforms

The creative idea behind the Konoz marketing campaigns was to showcase the beauty and importance of Konoz's captivating documentaries, Horizon, From This Land, and Chapter 295. Inspired by the true treasures of the kingdom, the creative direction involved incorporating the diverse species captured in Horizon, the natural heritage depicted in From This Land, and the socio-economic achievements discussed in Chapter 295 for each project respectively. The art direction emphasized a harmonious blend of creativity and professionalism to adequately represent Konoz's efforts.

Each film presented a visually compelling and aesthetically pleasing journey, with creative designs capturing the essence of Saudi Arabia's natural wonders and cultural significance. The art direction aimed to visually represent the documentaries' themes while maintaining a cohesive and engaging visual identity, fostering a strong connection between the content and the audience.

The strategy for the Konoz project was meticulously crafted to engage a broad target audience, spanning ages 16 to 60, with interests in films, documentaries, Saudi culture, history, family-oriented content, and social media. To ensure a comprehensive reach, the integration of marketing efforts involved creating tailored interactive plans for governmental entities, employing strategies to boost views on streaming platforms like Netflix, STC TV and Shahid, and utilizing teasers to generate positive anticipation. The approach incorporated creative designs, engaging infographics, and a detailed marketing plan for each film, fostering an immersive and interactive experience across diverse platforms. This integrated strategy aimed to maximize visibility, interactions, and overall impact, effectively conveying Konoz's message to a wide and diverse audience.

The execution of the Konoz project was a well-coordinated and detailed process. Implementation involved creating a creative template for each film, ensuring a high level of professionalism and creativity in the marketing plans. The timeline spanned from February to March 2023. Placement strategies included targeted interactive plans for governmental entities, campaigns to increase views on platforms like Netflix, STC TV and Shahid, and teasers generating positive anticipation. The scale of execution was large, reaching a wide sample of the audience in two major cities in Saudi Arabia. The placement strategies were designed to position Konoz films as worthy competitors in the market, appealing to those interested in Saudi history and cultural content. The scale and precision of the execution contributed to the success and positive outcomes of the project.

In terms of results, the campaign demonstrated significant success:

Reach:

"Horizon": Achieved an impressive 14 million reach.

"From This Land": Garnered a substantial 11 million reach.

"Chapter 295": Exceeded reach goals by an impressive 300%.

Engagement:

"Horizon": Generated a notable 127,000 engagements.

"From This Land": Interactions reached an impressive 91,000.

"Chapter 295":

Impact:

The campaign generated a positive buzz locally and internationally, receiving commendation and praise.

Activity:

"Horizon" achieved a significant 7 million views, "From This Land" gained 8 million views, and there was a notable increase in overall platform activity.

Sales: Konoz does not offer any products or services, and is focused on creating culture-oriented content. The campaign focused on increasing engagements, views, and the overall buzz around the projects.

Achievement Against Business Targets:

The campaign exceeded reach goals, gained 10,000 new followers, and showcased increased overall activity on all platforms, meeting and surpassing business targets.