ASDA’A BCW wins Global SABRE Award for Ford’s ‘Women in the Driving Seat’ Saudi Arabia Campaign

ASDA’A BCW, the leading integrated communications agency in the Middle East and North Africa, has been awarded a 2018 Global SABRE Award in PR for its work on Ford’s ‘Women in the Driving Seat’ campaign.

The Global SABRE Awards by The Holmes Report are the world’s biggest PR industry accolades. The Awards — which include competitions for the Americas, EMEA, Latin America and the Asia-Pacific region — attract more than 5,500 entries from more than 60 countries, so that the winners of the Global awards are the elite of the elite, representing best practice in categories ranging from social media to social responsibility, from public affairs to employee communications.

“Following the announcement by the Saudi Government to lift the ban on women driving in the Kingdom in September 2017, ASDA’A BCW planned this significant campaign for our client Ford Middle East.” said Sunil John, Founder & CEO of ASDA’A BCW and President, Middle East, of BCW. “It was hugely important for Ford to mark the moment, and to help celebrate women’s empowerment. This was a powerful and important story for the region, and one that required a sophisticated and creative approach. Being recognized among the very best campaigns in the world is a testament to how our local knowledge and expertise helped Ford connect with a very new and very welcome sales demographic – the women of Saudi Arabia.”
For the campaign, ASDA’A BCW partnered with WPP sister agency GTB who created simple yet evocative artwork alongside the caption ‘Welcome to the Driver’s Seat’. This content was then posted across all Ford’s social media channels, with the agency engaging with consumers of all ages, and monitoring buzz. Further, ASDA’A BCW identified Sahar Nassif, a prominent 63-year-old influencer from Saudi Arabia who had expressed her desire to buy a Ford Mustang during a BBC Interview. A surprise campaign was developed, with the hashtag #MustangSahar, announcing ‘Your Mustang Awaits’, and Ford personally hand delivered a Ford Mustang to Sahar – an initiative that generated headlines throughout Saudi Arabia, the region and the world.
In addition, Ford’s award-winning global safe driving programme, ‘Ford Driving Skills for Life’(DSFL), activated in Saudi Arabia through a first-of-its-kind variation on International Women’s Day, called ‘Driving Skills for Life for Her’ at Jeddah’s Effat University in KSA.

The agency created a customized introductory programme focused on building women’s confidence behind the wheel, expanding their automotive knowledge and preparing them to drive safely. Over 250 students participated, and Ford intends to make the new DSFL for Her an on-going programme for the Kingdom’s female drivers.
The campaign received unprecedented coverage at the local, regional and international level resulting in 632 pieces of coverage reaching over 162 million people and achieved over 5 million impressions on social media giving Ford the number one share of voice in the Kingdom’s automotive field.

See the campaign summary video here:

ASDA’A BCW wins Gold Stevies for work on GEMS, Ford, Arab Youth Survey and declared Middle East PR Agency of the Year

ASDA’A BCW continues its winning streak at the International Business Awards 2018 – known as ‘the Stevies’. The agency collected a total of 28 awards, with five Gold, 10 Silver and 12 Bronze medals in the PR Category, including a Gold for PR Agency of the Year for the Middle East region, and a special ‘Grand Stevie’ for being the ‘Most Honoured Public Relations Agency’ globally.

‘We See Genius in Every Child’, an initiative for GEMS Education, clinched two Golds, for ‘Marketing: Consumer Services’ and for ‘Reputation/Brand Management’, along with two Silver awards for Corporate Communications and Community Relations.

Ford Middle East’s ‘Women in the Driving Seat’ campaign, which focused on the recently-lifted ban on women driving in the Kingdom of Saudi Arabia, won the Gold in the ‘Communications or PR Campaign of the Year – Global Issues’ category.

The 10th Annual Arab Youth Survey was awarded a Gold Stevie for ‘Best White Paper or Research Report’ for the 2018 edition ‘A Decade of Hopes and Fears’, which chronicles the findings of the survey on the region’s largest demographic, Arab youth. The Agency’s pioneering thought leadership initiative also took home three Bronze awards for ‘Communications Research’, ‘Global Issues’, and ‘Public Service’.

Projects by ASDA’A BCW that earned Silver and Bronze Stevie wins include the launch of Jebel Jails Flight: The World’s Longest Zipline for Ras Al Khaimah Tourism and Development Authority (RAKTDA); Dubai Fitness Challenge; Zabeel House MINI by JumeirahTM; work on the Global Education & Skills Forum and Global Teacher Prize 2018 for Varkey Foundation, and the Emaar New Year’s Eve event, Light Up 2018 Downtown Dubai at Burj Khalifa.

The International Business Awards are the world’s premier business awards programme, with the 2018 edition receiving 3,900 entries from 74 nations.

Sunil John, Founder & President of ASDA’A BCW, said: “This year has been one of change and growth for us as an agency, both regionally and globally. What remains consistent throughout is our endeavour to raise the bar of excellence within our industry. Our focus has always been on delivering the highest quality for our clients, and we’re delighted to have our team’s fantastic work and dedication recognised at such an esteemed international platform.”

The Grand Stevies are awarded on the basis of a points system, with a Gold Stevie win counting for three points, a Silver Stevie win for two points, and a Bronze Stevie win for 1.5 points. ASDA’A BCW was declared the ‘Most Honoured Public Relations Agency’ with an impressive total of 53 award points.

This year’s International Business Awards ceremony and gala dinner took place at the InterContinental London Park Lane Hotel in London on Saturday, October 20th.