Situation
September 14 2019, a shaky day for Saudi Arabia with the explosions that hit the Aramco refinery. People’s resilience was put to the test. But in less than 7 days, Saudi Aramco was again fully operational. To counter news of the attack and spread news of our come back, we needed a campaign with the same kind of reach that news channels have.
Solution
We partnered with twitter, the #1 social media platform to spread news in Saudi, to launch our film for national day. With every tweet, they received an automated reply that directed them to one of the 14 nation-wide projects Aramco was still fueling. We then invited viewers to go to our interactive microsite where they could explore the film’s hidden historical and cultural gems.
Results
This is how Aramco fueled the whole nation, with strength to persevere… on national day.
- 90 million impressions
- 13 million+ video views in the first week
- The hashtag trended within the top 5 for 4 days
- 95% positive sentiment across the nation.