Who Did What

Khe­bayyes & Abuhu­rayyes racks up im­pres­sive view­er­ship num­bers.

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Ab­dul Latif Jameel mo­tors en­gages mas­sive au­di­ence with Youtube

Ab­dul Latif Jameel Mo­tors, the au­tho­rized distrib­u­tor of Toy­ota ve­hi­cles in Saudi Ara­bia, rec­og­niz­ing the tremen­dous growth po­ten­tial in the af­ter­sales mar­ket, iden­ti­fied Youtube as the most ef­fec­tive chan­nel for grow­ing its cus­tomer base. With the goal of driv­ing brand aware­ness, de­liv­er­ing a mes­sage of value for money and shift­ing Toy­ota driv­ers’ pref­er­ence from in­de­pen­dents or ser­vice chains, Ab­dul Latif Jameel Mo­tors teamed with its agen­cies to pro­duce the six-month Youtube se­ries, Khe­bayyes & Abuhu­rayyes, and cre­ated a mar­ket­ing sensation on the in­ter­net.

The suc­cess of the se­ries and, con­se­quently, the cam­paign, was a text­book case of cre­ativ­ity in both con­tent and mar­ket­ing.

“The num­bers were so im­pres­sive,” said Mu­nir Khoja, Di­rec­tor of Mar­ket­ing Com­mu­ni­ca­tions at Ab­dul Latif Jameel Mo­tors, “that our sec­ond sea­son is al­ready be­ing planned.”

Khe­bayyes & Abuhu­rayyes is an an­i­mated web se­ries that re­volves around two char­ac­ters. The first is the wise and love­able Abuhu­rayyes, char­ac­ter­ized by his sim­ple ap­proach to life but great knowl­edge. His neigh­bor, Khe­bayyes, is an in­tel­li­gent per­son, but needs some­one to guide him to­ward mak­ing the right de­ci­sions. Although a pro­mo­tional ve­hi­cle for Ab­dul Latif Jameel Mo­tors, the se­ries tack­les the truly se­ri­ous prob­lem of in­fe­rior coun­ter­feit re­place­ment parts flood­ing the lo­cal mar­ket.

Over the course of just six months, Toy­ota Ser­vice Saudi, the of­fi­cial af­ter­sales Youtube chan­nel of Ab­dul Latif Jameel Mo­tors, gar­nered some 194,000 new sub­scribers and a very im­pres­sive 11.8 mil­lion unique users. As 57% of those users com­pleted watch­ing the episodes they clicked on, the se­ries racked up 187 years of watch time.

The 20 episodes and a teaser that pre­ceded the sea­son were re­leased ev­ery Thurs­day, the be­gin­ning of the week­end in Saudi Ara­bia. The re­leases were sup­ported by a True­view ad cam­paign and three mast­head ads. On top of that, neg­a­tive re­mar­ket­ing was em­ployed so that ad­ver­tis­ing for a spe­cific episode was not pushed to those who had al­ready viewed them while pos­i­tive re­mar­ket­ing pushed ad­ver­tis­ing on those who had not watched the episode.

The suc­cess of the se­ries con­sti­tutes a home-run for Ab­dul Latif Jameel Mo­tors, achiev­ing its suc­cess through en­gag­ing lo­cal con­tent, a strong me­dia dis­tri­bu­tion strat­egy and bril­liant ex­e­cu­tion. En­gaged view­ers read­ily of­fered their sug­ges­tions for the fu­ture, ask­ing that fu­ture episodes be length­ened from three to five min­utes and pro­vide more in­ter­ac­tive pos­si­bil­i­ties for view­ers. Ab­dul Latif Jameel Mo­tors and its part­ners in the se­ries are also plan­ning on cre­at­ing episodes that are re­lated to ac­tual so­cial events so as to en­gage view­ers even more.

Now, stay tuned for Sea­son Two.

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