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Houbara Comms / Markettiers
Operating In the region for over 30 years, Houbara Communications of Dubai is an integrated creative and content-driven communications consultancy. Markettiers MENA is the leading Broadcast PR agency in Dubai focusing on bringing the mastery of broadcast communications, social media, podcasting and live streaming
In the inaugural Middle East Stevie Awards, Houbara Communications & Markettiers won the 2020 Gold Stevie Award for Innovation in Media Relations for their A Year on the Road campaign for Volkswagen Middle East.
On 24th June 2019, a year on from the driving ban lift for women in the Kingdom of Saudi Arabia, almost 50,000 driving licenses had been issued to women – a huge milestone in the automotive history of the country. Volkswagen Middle East identified the need to unite female car enthusiasts in the same way that their male counterparts already had been. The result was another landmark moment as the first ever female car club was established In Saudi Arabia.
To raise awareness of this and drive real engagement with female consumers, an innovative communications campaign that spanned the whole of the GCC was developed and executed by Houbara and Markettiers. A multichannel campaign throughout the GCC focused on real women drivers and their stories. The campaign highlighted the VW Women’s Club story and communicated how the lifting of the ban has changed their lives and how coming together as a club makes them feel unified, empowered and recognized.
The results of the campaign 70% increase in sign-upsto the KSA women’s car club, and positive coverage throughout the GCC region, reaching millions to demonstrate Volkswagen’s commitment as a brand with people at its core. And car sales increased 25% with a total of133cars being sold to women in the months following the campaign, with no other marketing activity.
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