1. MUNICIPALITY OF JEDDAH
Improper Practice Campaign - 19 Dec. 2006

2. Introduction
 The document in hand is an answer to a brief received from
Municipality of Jeddah.
 The proposal is tailored to cover all the main outline of the
project.
 Yet the detailed project plan and activity network will be
supplied to client once we agree about the main work frame.

3. Plan Objectives
 Create the needed coverage for this Mega project
 Handle all the event arrangement prior and post project tasks
 Address the client requirements highlighted in the brief

4. Target Audiences
 Jeddah Public at large
 Families/ Youngsters/ Maids/ Drivers etc.
 Schools/ Universities/ Teacher
 Workplaces
 Government Officials
 Opinion Leaders

5. Project Arrangement
Project plan
 The project plan will cover events, which will be implemented
30 days prior to the campaign. Moreover the project plan will
identify the different parties responsibilities to facilitate the
coordination between the agency and the client.
 In addition, the agency will support these events and
programs by a proper 360o campaign which will include
(Press Ads, Outdoor, Radio, TV, Direct Marketing and
Internet)

6. Project Arrangement
Media Coverage
 Local Media: will contribute in creating the awareness of the
improper practice campaign.
 TV Coverage: programs and interviews will be developed &
intensively aired thru Heavy burst on the most prominent
stations & programs as well as the specialized targeted ones:
MBC, STV 1 and STV2.
 Print Media buying & booking / Press Ads & Press
 Outdoor media

7. Project Arrangement
Releases
 Press Ads and Press releases: Feature to be inserted during
the period preceding the events The agency is recommending
having a feature about the campaign and getting it published
in the top leading local and Regional daily publications in
different languages.
 Agency recommends to go with Killer sizes and double page
spread to insure high exposure & reflect the magnitude of the
IMPROPER PRACTICE PROJECT.

8. How to Start?

9. Public Branding
 Branding is a shortcut to people's understanding
 There's a whole educational process required before you can
even start contemplating branding as such
 We need complete senior management commitment (and that
means people like deputy ministers need to be driving the
branding effort).
 a strong policing and monitoring effort so it is properly
implemented, and you may need to create an infrastructure to
administer the brand.”

10. Public Branding
 We will use stickers in all public garbage, public transportation
and inside malls cans with: “I Love Jeddah” logo. We can
also utilize the “Jeddah Race Way” by having Amana cars
with our brands going around the racetrack.
 It can be implemented then in different materials: T-shirts,
Caps, giveaways …
 We can have The municipal council
in chosen district to have tents and
introduce our new “brand”

11. Campaign Ambassador
 A character to be developed to carry the torch of the
campaign.
 The character will be appealing to both adults and kids.
 Our ambassador will be in all media and communication that
will be used throughout the campaign.
 We can personalize the character more to be related to
Jeddah area (Hijazi).

15. Rational
 Long term branding.
 Jeddah has many high seasons during Eid, Hajj and Umra
that we can utilize.
 It’s also an attractive tourism site.

16. Social Corporate Responsibilities
 Utilize shopping bags to convey our messages thru big Hyper
Super Markets such as Panda and Danube.
 Take away restaurants like: Al baik, MacDonald's, Pizza Hut etc.
 Soft Drinks: Like Pepsi and Coke
 Free SMS Messages thru STC and Mobily.

17. But before we go public… We should…

18. Exposing your Brand Internally
 Never mind convincing the man on the street what your brand
stand for, do your employees even know? Do they understand
the strategy behind the brand? What the voice is?
 One month before we start our campaign and events there
will be a nice internal programs with all the sectors and parties
with the Amana that will be involved in this project. The
program will include seminars, workshop to understand the
brand guidelines… it’s really all about explaining to everyone
why the brand is changing and how they can be a part of it

19. Events & Programs

20. Why Events?
“ Tell them and they will forget...
Show them and they will remember...
Involve them and they will understand...
Relate to them and they will be your friends...
Be relevant and they will keep coming back…”

21. City Storming
THE CONCEPT:
 Students (Scouting) dressed up in uniforms prior the “Cleaning week”
event. They carry different signs in different languages telling adults to
make the city a better place for them in their most receptive turf:
“shopping mall”, “Tahlia Street”, “Shalal Amusement park” etc. We can
also use the help of “Amana Friends”.
MESSAGE:
 Students will hand out flyers inviting adults to join them in the cleaning
week, where they will clean the walls, take out the ads out of the post
lamps etc. Anyone who join will get an “honor badge”
The Event will be covered by the media

22. Honor Badge

23. Rational
PEOPLE LOVE
TO BE SURPRISED
AND WOWED ….
AND MOST
IMPORTANTLY
AWARDED…

24. Outdoor Distribution
THE CONCEPT
 Distributing collaterals to the labor target audience and other
target audience will go thru different channels:
 Balad
 Malls
 Mosques
 Residential Compounds
 Old Airport
 Check points
MESSAGE:
 We all belong to one community, and we should have our
input in the “Jeddah Cleaning Week” event.

25. Jeddah Cleaning Week
THE CONCEPT:
 Ordinary people from the public (Saudis and non) will
participate in this event by cleaning the city in the main traffic
lights or main commercial buildings, Cornish etc. with the help
of the authority (Police, Amana, etc.)
MESSAGE:
 “I love Jeddah” … People of Jeddah do care about their
hygiene and their future. Build the feeling that they are doing
something for the good of their kids.
The Event will be covered by the media

26. Awareness and Educational Program
WITH THE HELP OF MINISTRY OF EDUCATION
One month program
 We will get a space in different schools, universities and
colleges and invite the families of the students, for a
performance done by the students followed by some speech
by people from Amana, businessmen, businesswomen and
some celebrities.
 We will choose number of students from both genders to do a
5 – 10 minutes stage performance for both male and female
sides. They will be guided and trained by a specialists.
 Later on – a mascot of “I love Jeddah” can visit kids at
school and send our message to this segment also.

27. Awareness and Educational Program
WITH THE HELP OF AWGAF
One month program
 On Friday prayers The Imam can talk about the common
improper practices and relate it to religion.
 Outside the mosque, their will be distribution of flyers,
booklets, leaflets etc. in different languages.

28. Awareness and Educational Program
WITH THE HELP OF PRIVATE AND PUBLIC COMPANIES
One month program
 We will have big companies that have the facilities to
accommodate their staff to participate in the event by having a
session about our branding and campaign for their
employees.

29. Awareness and Educational Program
Direct Mail:
 We will use telephone bills, bank statements and electricity
bills to convey our message “I love Jeddah” across. We can
also have our message in football stadiums at the back of the
ticket to reach a different segment in Jeddah.
SMS:
 SMS is becoming a key part of various aspects of our lives,
from business to personal and entertainment. We can filter
our target audience very easily, and send them our messages
in their own languages.

30. Creative Campaign

31. Phase 1
 We will start with an emotional yet educational campaign
illustrating the improper practice and what damages can
effect the society.
Medium to be used:
1. Press Ads
2. Outdoor
3. Radio (Ads plus interruption campaign with greetings of
Amana) in Good morning Jeddah Program from 7 am to 11
am (Sat – Wed)
4. Online Advertising (e.g. MSN Messenger)

32. Plastic Bags for Garbage
 With the help of Secret police and Traffic Police to spot
people throwing garbage in the streets.
 Hand them a small plastic bag that can be placed in their
cars… they can collect their garbage inside it and dispose in
the right place.
 We will have our brand ambassador and different messages
in the bag.
 The bags can also be distributed at each check points.

33. Creative Concepts Samples

37. Phase 2
 The campaign will be direct and making a statement. The
campaign will talk about the fines for each improper practice.
Medium to be used:
1. Press Ads
2. Outdoor
3. Radio (Ads plus interruption campaign with greetings of
Amana) in Good morning Jeddah Program from 7 am to 11
am (Sat – Wed)
4. Online Advertising (e.g. MSN Messenger)
5. Newspaper and Magazines inserts / supplements

38. Creative Concepts Samples

41. Summary

42. 360 Campaign
TV Coverage
Half an Hour coverage of the
Event ideas events + interviews
Radio Campaign
30 s spots +
Communication Idea interruption campaign
Branding Context / Vehicles
ideas Streets, Malls, Schools,
Universities, Mosques
Etc.
Outdoor and
press Campaign
SMS
Material & Direct
Marketing

43. Thank you