{"id":11810,"date":"2016-12-26T21:31:40","date_gmt":"2016-12-26T18:31:40","guid":{"rendered":"http:\/\/pgintegrated.com\/?page_id=11810"},"modified":"2018-12-24T07:08:08","modified_gmt":"2018-12-24T04:08:08","slug":"case-studies","status":"publish","type":"page","link":"https:\/\/pgintegrated.com\/pgi\/case-studies\/","title":{"rendered":"Case Studies"},"content":{"rendered":"<p><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"background-color: rgba(255,255,255,0);background-position: left top;background-repeat: no-repeat;padding-top:40px;padding-right:0px;padding-bottom:40px;padding-left:0px;margin-bottom: 0px;margin-top: 0px;border-width: 0px 0px 0px 0px;border-color:#eae9e9;border-style:solid;\" ><div class=\"fusion-builder-row fusion-row\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-one-full fusion-column-first fusion-column-last fusion-column-no-min-height\" style=\"margin-top:0px;margin-bottom:0px;\"><div class=\"fusion-column-wrapper fusion-flex-column-wrapper-legacy\" style=\"background-position:left top;background-repeat:no-repeat;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;padding: 0px 0px 0px 0px;\"><div class=\"fusion-text fusion-text-1\"><h2 style=\"text-align: center;\">Case Studies<\/h2>\n<\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-2 nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"background-color: rgba(255,255,255,0);background-position: left top;background-repeat: no-repeat;padding-top:20px;padding-right:0px;padding-bottom:20px;padding-left:0px;margin-bottom: 0px;margin-top: 0px;border-width: 0px 0px 0px 0px;border-color:#eae9e9;border-style:solid;\" ><div class=\"fusion-builder-row fusion-row\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-1 fusion_builder_column_1_2 1_2 fusion-one-half fusion-column-first\" style=\"width:48%; margin-right: 4%;margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper fusion-flex-column-wrapper-legacy\" style=\"background-position:left top;background-repeat:no-repeat;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;background-color:#ffffff;border:1px solid #ebeaea;padding: 20px 20px 20px 20px;\"><div class=\"fusion-text fusion-text-2\"><h3 style=\"text-align: center; color: #fff;\"><span style=\"color: #333333;\">Unilever &#8211; OMO- Saudi National Day<\/span><\/h3>\n<\/div><div class=\"fusion-video fusion-youtube\" style=\"max-width:600px;max-height:400px;\"><div class=\"video-shortcode\"><iframe title=\"YouTube video player 1\" src=\"https:\/\/www.youtube.com\/embed\/lvuDXd359vQ?wmode=transparent&autoplay=0&amp;rel=0\" width=\"600\" height=\"400\" allowfullscreen allow=\"autoplay; fullscreen\"><\/iframe><\/div><\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-2 fusion_builder_column_1_2 1_2 fusion-one-half fusion-column-last\" style=\"width:48%;margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper fusion-flex-column-wrapper-legacy\" style=\"background-position:left top;background-repeat:no-repeat;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;background-color:#ffffff;border:1px solid #ebeaea;padding: 20px 20px 20px 20px;\"><div class=\"fusion-text fusion-text-3\"><h3 style=\"text-align: center; color: #fff;\"><span style=\"color: #333333;\">Unilever &#8211; OMO &#8211; Ramadan Care Activation<\/span><\/h3>\n<\/div><div class=\"fusion-video fusion-youtube\" style=\"max-width:600px;max-height:400px;\"><div class=\"video-shortcode\"><iframe title=\"YouTube video player 2\" src=\"https:\/\/www.youtube.com\/embed\/1miWG64LVks?wmode=transparent&autoplay=0&amp;rel=0\" width=\"600\" height=\"400\" allowfullscreen allow=\"autoplay; fullscreen\"><\/iframe><\/div><\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-3 nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"background-color: rgba(255,255,255,0);background-position: left top;background-repeat: no-repeat;padding-top:20px;padding-right:0px;padding-bottom:20px;padding-left:0px;margin-bottom: 0px;margin-top: 0px;border-width: 0px 0px 0px 0px;border-color:#eae9e9;border-style:solid;\" ><div class=\"fusion-builder-row fusion-row\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-3 fusion_builder_column_1_2 1_2 fusion-one-half fusion-column-first\" style=\"width:48%; margin-right: 4%;margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper fusion-flex-column-wrapper-legacy\" style=\"background-position:left top;background-repeat:no-repeat;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;background-color:#ffffff;border:1px solid #ebeaea;padding: 20px 20px 20px 20px;\"><div class=\"fusion-text fusion-text-4\"><h3 style=\"text-align: center; color: #fff;\"><span style=\"color: #333333;\">Mercedes-Benz &#8211; S-Class<\/span><\/h3>\n<\/div><div class=\"fusion-video fusion-youtube\" style=\"max-width:600px;max-height:400px;\"><div class=\"video-shortcode\"><iframe title=\"YouTube video player 3\" src=\"https:\/\/www.youtube.com\/embed\/tMg5TU_gD0Y?wmode=transparent&autoplay=0&amp;rel=0\" width=\"600\" height=\"400\" allowfullscreen allow=\"autoplay; fullscreen\"><\/iframe><\/div><\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-4 fusion_builder_column_1_2 1_2 fusion-one-half fusion-column-last\" style=\"width:48%;margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper fusion-flex-column-wrapper-legacy\" style=\"background-position:left top;background-repeat:no-repeat;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;background-color:#ffffff;border:1px solid #ebeaea;padding: 20px 20px 20px 20px;\"><div class=\"fusion-text fusion-text-5\"><h3 style=\"text-align: center; color: #fff;\"><span style=\"color: #333333;\">NCB &#8211; Mobile Banking<\/span><\/h3>\n<\/div><div class=\"fusion-video fusion-youtube\" style=\"max-width:600px;max-height:400px;\"><div class=\"video-shortcode\"><iframe title=\"YouTube video player 4\" src=\"https:\/\/www.youtube.com\/embed\/xMdnSI6EVus?wmode=transparent&autoplay=0&amp;rel=0\" width=\"600\" height=\"400\" allowfullscreen allow=\"autoplay; fullscreen\"><\/iframe><\/div><\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-4 nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"background-color: rgba(255,255,255,0);background-position: center center;background-repeat: no-repeat;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;margin-bottom: 0px;margin-top: 0px;border-width: 0px 0px 0px 0px;border-color:#eae9e9;border-style:solid;\" ><div class=\"fusion-builder-row fusion-row\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-5 fusion_builder_column_1_1 1_1 fusion-one-full fusion-column-first fusion-column-last\" style=\"margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper fusion-flex-column-wrapper-legacy\" style=\"background-position:left top;background-repeat:no-repeat;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;background-color:#ffffff;border:1px solid #ebeaea;padding: 20px 40px 40px 40px;\"><div class=\"fusion-text fusion-text-6\"><h3 style=\"text-align: center; color: #fff;\"><span style=\"color: #333333;\">FUCHS, \u201cKeep Going\u201d Campaign<\/span><\/h3>\n<\/div><div class=\"fusion-text fusion-text-7\"><h5><span style=\"color: #333333;\">Fuchs is a relative newcomer to the synthetic engine oil category. Having had a late start, with most of the range being introduced to the Kingdom of Saudi Arabia in 2011-2012 without a significant launch campaign effort, the Fuchs synthetic range had been lagging far behind the major competitors. The category is highly competitive, with major players incentivizing regional distributors to move more units of their product.<\/span><\/h5>\n<h5 style=\"text-align: left;\"><span style=\"color: #333333;\">We had to find a way to increase sales and capitalize on the market growth.<\/span><\/h5>\n<h5 style=\"text-align: left;\"><span style=\"color: #333333;\">Having far fewer resources than the major competitors in the industry, we knew we could not compete with them in gaining the loyalty of the central buyers.<\/span><\/h5>\n<h5 style=\"text-align: left;\"><span style=\"color: #333333;\">We would have to bypass the central buyers and workshops and go straight to the end user. If customers asked for Fuchs synthetic oil, workshop staff would oblige; and if they perceived an increased demand for Fuchs, the workshops would ensure that they have adequate supply.<\/span><\/h5>\n<h5 style=\"text-align: left;\"><span style=\"color: #333333;\">We wanted to communicate one simple thought to our target audience:<\/span><\/h5>\n<h5 style=\"text-align: left;\"><span style=\"color: #333333;\">\u201cYou can get more miles out of your car, without needing an oil change, by using Fuchs synthetic oil.\u201d<\/span><\/h5>\n<h5 style=\"text-align: left;\"><span style=\"color: #333333;\">Being in Saudi Arabia, we had very clear image of what our audience is like:<\/span><\/h5>\n<h5 style=\"text-align: left;\"><span style=\"color: #333333;\">Our audience was young males aged 18-27 (since women do not drive in Saudi Arabia). These males may have entered the working world, but still hold onto their lifestyle from the university days. Their close friends are likely those that they grew up with \u2013 either being from their neighborhood or people they went to school with. When they were younger, they would take their fathers\u2019 cars and cruise around town. This activity was borne out of necessity rather than preference. Given the country\u2019s conservativeness, they lacked an adequate range of entertainment avenues, and hanging out at each other\u2019s houses was problematic: since it would be difficult for the mother or female siblings to be at ease with a non-relative male in the household. This social activity of cruising stuck with them, and it is something they never quite let go of. After a couple of hours cruising, they would most likely stop at a shisha (hookah) caf\u00e9 to watch a football game and play cards. They like to think of themselves as adventurers, but many of them have not travelled outside of the region and the extent of their adventures is limited to weekend beach trips (if they live in a coastal town) or a trip out to the desert. We knew this from extensive exposure to (and interaction with) them. If we can tap into their passions and aspirations, while positioning Fuchs Synthetic Oil as the facilitator, we can overcome indifference and establish a preference for Fuchs amongst the segment that is the core contributor to market growth.<\/span><\/h5>\n<h5 style=\"text-align: left;\"><span style=\"color: #333333;\">Our big idea was to capture the collective imaginations of our target audience through an amalgamation of cruising, friendship, and football, used to tell an epic story of a long adventure made possible by\u00a0Fuchs Synthetic Oil.<\/span><\/h5>\n<h5 style=\"text-align: left;\"><span style=\"color: #333333;\">Over a series of videos shown on television and on YouTube, we told the story of two Saudi friends embarking on a road trip together. One of these wears traditional garments, while the other wears western clothing. This juxtaposition is reflective of today\u2019s young adults in Saudi society. Utilizing YouTube was key to our media strategy success, as Saudi Arabia has one of the world\u2019s highest YouTube viewership rates &#8211; since it serves as a portal to the outside world in this conservative country. Our core idea was simple enough: \u201cKamil\u201d, or \u201cKeep going\u2026\u201d<\/span><\/h5>\n<\/div><div class=\"fusion-sep-clear\"><\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"margin-left: auto;margin-right: auto;margin-top:10px;width:100%;\"><\/div><div class=\"fusion-sep-clear\"><\/div><div class=\"fusion-video fusion-youtube\" style=\"max-width:600px;max-height:400px;\"><div class=\"video-shortcode\"><iframe title=\"YouTube video player 5\" src=\"https:\/\/www.youtube.com\/embed\/zejh_61S_PA?wmode=transparent&autoplay=0&amp;rel=0\" width=\"600\" height=\"400\" allowfullscreen allow=\"autoplay; fullscreen\"><\/iframe><\/div><\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-5 nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"background-color: rgba(255,255,255,0);background-position: left top;background-repeat: no-repeat;padding-top:20px;padding-right:0px;padding-bottom:20px;padding-left:0px;margin-bottom: 0px;margin-top: 0px;border-width: 0px 0px 0px 0px;border-color:#eae9e9;border-style:solid;\" ><div class=\"fusion-builder-row fusion-row\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-6 fusion_builder_column_1_4 1_4 fusion-one-fourth fusion-column-first\" style=\"width:22%; margin-right: 4%;margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper fusion-flex-column-wrapper-legacy\" style=\"background-position:left top;background-repeat:no-repeat;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;padding: 20px 20px 20px 20px;\"><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-7 fusion_builder_column_1_2 1_2 fusion-one-half\" style=\"width:48%; margin-right: 4%;margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper fusion-flex-column-wrapper-legacy\" style=\"background-position:left top;background-repeat:no-repeat;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;background-color:#ffffff;border:1px solid #ebeaea;padding: 20px 20px 20px 20px;\"><div class=\"fusion-text fusion-text-8\"><h3 style=\"text-align: center; color: #fff;\"><span style=\"color: #333333;\">Mercedes Benz &#8211; C-Class Showroom<\/span><\/h3>\n<\/div><div class=\"fusion-video fusion-youtube\" style=\"max-width:600px;max-height:400px;\"><div class=\"video-shortcode\"><iframe title=\"YouTube video player 6\" src=\"https:\/\/www.youtube.com\/embed\/7hPFOVboM2k?wmode=transparent&autoplay=0&amp;rel=0\" width=\"600\" height=\"400\" allowfullscreen allow=\"autoplay; fullscreen\"><\/iframe><\/div><\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-8 fusion_builder_column_1_4 1_4 fusion-one-fourth fusion-column-last\" style=\"width:22%;margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper fusion-flex-column-wrapper-legacy\" style=\"background-position:left top;background-repeat:no-repeat;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;padding: 20px 20px 20px 20px;\"><div class=\"fusion-clearfix\"><\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-6 nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"background-color: rgba(255,255,255,0);background-position: center center;background-repeat: no-repeat;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;margin-bottom: 0px;margin-top: 0px;border-width: 0px 0px 0px 0px;border-color:#eae9e9;border-style:solid;\" ><div class=\"fusion-builder-row fusion-row\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-9 fusion_builder_column_1_1 1_1 fusion-one-full fusion-column-first fusion-column-last\" style=\"margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper fusion-flex-column-wrapper-legacy\" style=\"background-position:left top;background-repeat:no-repeat;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;background-color:#ffffff;border:1px solid #ebeaea;padding: 20px 40px 40px 40px;\"><div class=\"fusion-text fusion-text-9\"><h3 style=\"text-align: center; color: #fff;\"><span style=\"color: #333333;\">Autostar &#8211; Visual Direction Map<\/span><\/h3>\n<\/div><div class=\"fusion-text fusion-text-10\"><h5 style=\"text-align: left;\"><span style=\"color: #333333;\">Autostar had owned the Automotive Retailer concept in KSA over 14 years, in 2012 saw the entrance of a similar business operation to Autostar, with even a close name as well \u201cAutoZone\u201d.<\/span><\/h5>\n<h5 style=\"text-align: left;\"><span style=\"color: #333333;\">Our 1<sup>st<\/sup> challenge was to halt the new competitor from taking customers in, and to maintain our targets. The new competitor showroom was in close proximity to one of our key locations, and given that it\u2019s a new brand setup, consumers will be interested to see the offering. So we had to act quickly and effectively to drive away consumers from their locations to ours.<\/span><\/h5>\n<h5 style=\"text-align: left;\"><span style=\"color: #333333;\">Our key objective was to break the inertia of the launch hype created by the new entrant and remind our customers that their trusted old brand is still very close to them and approachable.<\/span><\/h5>\n<h5 style=\"text-align: left;\"><span style=\"color: #333333;\">The KPI was to achieve incremental traffic at our showroom, more than the normal days before the competition\u2019s showroom launch.<\/span><\/h5>\n<h5 style=\"text-align: left;\"><span style=\"color: #333333;\">The success of any retail business is heavily dependent on its Location. The proximity, visibility and accessibility are the key factors that drive the success or failure of a retail space.<\/span><\/h5>\n<h5 style=\"text-align: left;\"><span style=\"color: #333333;\">Keeping these three factors in mind we challenged ourselves to come up with a solution that not only hijacks these factors for the competitions location but also boosts our own locations accessibility and visibility.<\/span><\/h5>\n<h5 style=\"text-align: left;\"><span style=\"color: #333333;\">Big idea:<\/span><\/h5>\n<h5 style=\"text-align: left;\"><span style=\"color: #333333;\">Create a visual reminder of how easily accessible is the trusted brand is, right from their location<\/span><\/h5>\n<h5 style=\"text-align: left;\"><span style=\"color: #333333;\">We created a <strong>Visual Direction map<\/strong> \u2013 that showed how close you are from the current location to the Autostar showroom.<\/span><\/h5>\n<h5 style=\"text-align: left;\"><span style=\"color: #333333;\">The visual map was placed on a 3 faced billboard above the competitor\u2019s showroom \u2013 located at a very strategic traffic light in the area. The high traffic side of the display was dedicated to communicate the viewers location and how to drive to our Autostar showroom (the closest to you) \u2013 which is almost a 5 min drive.<\/span><\/h5>\n<\/div><div class=\"fusion-sep-clear\"><\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"margin-left: auto;margin-right: auto;margin-top:10px;width:100%;\"><\/div><div class=\"fusion-sep-clear\"><\/div><div class=\"fusion-video fusion-youtube\" style=\"max-width:600px;max-height:400px;\"><div class=\"video-shortcode\"><iframe title=\"YouTube video player 7\" src=\"https:\/\/www.youtube.com\/embed\/7xNzMWyYiO8?wmode=transparent&autoplay=0&amp;rel=0\" width=\"600\" height=\"400\" allowfullscreen allow=\"autoplay; fullscreen\"><\/iframe><\/div><\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><\/div><\/div><\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"jetpack_post_was_ever_published":false,"footnotes":""},"class_list":["post-11810","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - 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