Jude Al-Amin
MENA EFFIE 2018 - Silver in Automotive
MENA EFFIE 2018 - Shortlist in Branded content
MENA EFFIE 2018 - Shortlist in Seasonal Marketing
During Ramadan, needs surge, wants catapult, and everyone prepares to hunt for the best deals.
Our culture is very familiar with bargaining, especially when it’s done by middle-aged women (mostly mothers, like mine, who was this idea’s muse).
Starting from that insight, we introduced Um Khaled. The QUEEN of bargaining for best deals.
INTRODUCING UM KHALED
We created a teaser video and released an article in local online news outlets talking about a mystery woman under the name Um Khaled, who has been the source of horror to Jordanian salespersons.
Teaser
TVC
After that, the campaign launched with 4 TVC’s, each showcasing Um Khaled and her husband in Toyota’s showroom bargaining with the sales man using slick techniques.
Um Khaled - TVC's
مفاصلة 101 مع أم خالد: الحلقة الثانية والعشرون
تابعوا الفيديو واكتشفوا قديش صارت الـ RAV 4!
أم خالد - تويوتا كامري - رمضان
أم خالد - تويوتا بريوس - رمضان
OUTDOOR
We created a stamp of approval “Prices, like Um Khaled got them” and pasted it across all our communication, like an ISO for best deals.
Tips
We also created an educational mini-series consisting of 30 second videos, each highlighting a trick that Um Khaled uses to bargain and called it “Bargaining 101”.
Bargaining 101
Bargaining 101
مفاصلة 101 مع أم خالد - الحلقة الأولى
مفاصلة 101 مع أم خالد - الحلقة الثانية
مفاصلة 101 مع أم خالد - الحلقة الثالثة
Booklet
We also compiled all 30 tips in a booklet and distributed it to clients.
UM KHALED, THE ICON, THE MOVEMENT
Conveniently for us, during the launch of our campaign, the Jordanian public protested internal tax policies and high prices. They used Um Khaled as an icon asking her to sit with the Jordanian Prime Minister and bargain with him to lower taxes.
People online loved the campaign, it collected over a million views with thousands of shares and likes. We received over 1500 requests for test drives and our client reported unprecedented showroom footfall with great sales.