Past Winners

2017 Winners & Shortlists

TRUMP

Grand Prix

Case Film

Presentation Image

ClientROYAL JORDANIAN
ProductSPECIAL PROMOTION
EntrantMEMAC OGILVY ADVIZE Amman, JORDAN
Type of EntrySectors
CategoryTravel, Leisure, Retail, Restaurants & Fast Food Chains
TitleTRUMP
Product/ServiceSPECIAL PROMOTION
Entrant MEMAC OGILVY ADVIZE Amman, JORDAN
Idea Creation MEMAC OGILVY ADVIZE Amman, JORDAN
Idea Creation 2 MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES
Media Placement MEMAC OGILVY ADVIZE Amman, JORDAN
PR MEMAC OGILVY ADVIZE Amman, JORDAN

The Campaign

The airline called on customers to travel to the United States before, and in case, Trump won the US elections.

Execution

The ad was prepared in less than 24 hours and was shared on Royal Jordanian's Facebook, Instagram and Twitter pages the day before Election Day.

• Business Impact: Bookings to the US increased by 50% in December of 2016 when compared to 2015 bookings. Traffic to Royal Jordanian’s website increased by 300%. • Social Media Impact: Achieved a 450 million organic reach across all of Royal Jordanian’s social media platforms. 26 official news sites and blogs reported or circulated the ad. 12 celebrity journalists and 13 official twitter accounts of major media platforms commented on the ad. • Dollar Value: Cost USD 0 and profits reached USD 874,000. • Behavior Impact: Generated an outpour of online and offline support for Royal Jordanian, enhanced the airline’s affinity, cheering people up in troubling times, and diluted the stereotype that Jordanians are too serious. Other brands joined the conversation we created, and top media and digital sites around the world voted the ad as one of the best #USElections tweets.

The Situation

Royal Jordanian sought an opportunity to boost its reputation as Jordan’s national air carrier by starting and engaging in conversations with the public and lowering flight costs. Capitalizing on the US elections and candidate Donald Trump proposed ban on Muslims entering the US.

The Strategy

In one of his speeches, Trump proposed a ban on Muslims from entering the US if he became president. With Jordan’s population 97% Muslim, Royal Jordanian could not ignore this instance of hate speech. The airline seized the opportunity to launch a satirical online ad on its three largest social media platforms, capitalizing on Trump’s proposed ban on Muslims and the trending topic of the US elections while offering discount rates on its flights to destinations in the US. The ad would present the airline as both a responsive and relevant brand.

Credits

Name Company Position
Hadi Alaeddin Memac Ogilvy Advize Art Director
Hadi Alaeddin Memac Ogilvy Advize Art Director
Mohammad Kamal Memac Ogilvy Advize Creative Director
Paul Shearer Memac Ogilvy Chief Creative Officer
Mohammad Zatari Memac Ogilvy Advize Digital Designer
Luma Aloul Memac Ogilvy Advize Account Director
Rana Masri Memac Ogilvy Advize Social Media Manager
Nour Deeb Memac Ogilvy Dubai Video Producers
Anas Al Hakim Ogilvy One Dubai Video Producer
Links
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