Abdul Latif Jameel Motors honored with Effie Award for ‘Khebayyes & AbuHurayyes’
Abdul Latif Jameel Motors was honored with the Effie Award MENA in the automotive category at a ceremony at the Armani Hotel Dubai in the UAE. The prestigious award comes in recognition of Abdul Latif Jameel Motors’ innovative initiative that took form in the overwhelming success of the animated series “Khebayyes & AbuHurayyes.”
The show, produced by Abdul Latif Jameel Motors, appeared on its aftersales YouTube channel, Toyota Service Saudi. The show resulted in massive viewership from different segments of Saudi society; the episodes garnered more than 50 million views, setting a record for YouTube-broadcast programs.
Munir Khoja, director of marketing communications at Abdul Latif Jameel Motors, expressed great pride at receiving the award at the regional and international levels. “This remarkable achievement is due to the fact that the series focuses on road safety, as part of the ‘Keep it maintained by its makers’ awareness initiative launched by Abdul Latif Jameel Motors,” he said.
“That initiative was developed to shed light on what constitutes proper and responsible road behavior. The show represents an important shift in targeted Internet visual content, and it is a unique product in the aftersales services market in the Saudi automotive sector,” he added.
“This success would not have been possible were it not for the loyalty, dedication and high level of innovation displayed by the show’s creative and technical teams. And to continue this unprecedented success, season two of ‘Khebayyes & AbuHurayyes’ is currently in production and will be released soon.”
The Effie Awards MENA are considered one of the most prominent international awards showcasing the most effective and fruitful marketing communication ideas.
“Khebayyes & AbuHurayyes” revolves around two characters: AbuHurayyes, who is wise, lovable and known for his simplicity and great awareness, and Khebayyes, who is intelligent but needs someone to guide him toward making the right decisions. Different situations from daily life are presented through the two characters.
The focus is put on the loss of life and damage to property caused annually by car accidents in the Kingdom due to poor driving habits and a lack of awareness of how best to take care of a car, especially ignoring regular maintenance, misusing spare parts and using counterfeit parts.