This case study explores the impactful "ProtecTasbih" campaign, a collaboration between Leo Burnett and Liwa for Saudia, the world's largest carrier for pilgrims to Makkah. Liwa played a vital role in bringing this innovative concept to life, ensuring its successful execution across all phases of the campaign.
ProtecTasbih revolutionized pilgrim health care by introducing the world's first sanitizing prayer beads, focusing on the Saudia core values of care for its guests and innovation in its experiences, to enhance the special pilgrimage journey. These specially designed beads made from natural tea tree oil, addressed a critical public health challenge during the massive gatherings that occur in Mecca.
Millions undertake the Hajj pilgrimage annually, carrying traditional Tasbih prayer beads. These frequently touched objects can harbor bacteria, posing a health risk in large gatherings. Traditional sanitizing solutions often contain alcohol or artificial fragrances, which are restricted due to religious limitations.
Led by Tahaab Rais, Leo Burnett's strategic team spearheaded the ProtecTasbih campaign in partnership with Liwa. This collaboration guaranteed high production value and seamless execution, capturing the essence of the spiritual pilgrimage journey through a multi-faceted approach:
Product Development: A novel solution emerged – prayer beads infused with a natural, long-lasting antibacterial compound derived from tea tree oil. This innovation ensured effectiveness while adhering to religious limitations.
Campaign Film: The film delicately intertwined the stories of three pilgrims, each embarking on their sacred path to Makkah aboard SAUDIA. With 99 symbolic moments of connection, the film transcended mere marketing. Through SAUDIA's generosity, our crew and cast were blessed with the opportunity to perform Umrah, weaving a deeper understanding and authenticity into the very fabric of the film.
Activation Film: The case study video for ProtecTasbih showcases its innovative role as the world's first sanitizing beads, designed specifically to enhance the pilgrimage experience during Umrah. Developed through extensive research, testing, and collaboration with SAUDIA, ProtecTasbih exemplifies a blend of care for guests and cutting-edge innovation. The video highlights how this product has successfully integrated into the pilgrimage journey, offering practical benefits and enhancing safety measures, thereby underscoring its significant impact and positive reception among users.
A meticulous distribution strategy ensured ProtecTasbih reached pilgrims across various touchpoints:
Integration with Saudia Airlines flights.
Strategic distribution throughout Mecca via metro stations and innovative contactless vending machines.
Open-source design and formulation to empower wider production and accessibility.
The ProtecTasbih campaign became a global phenomenon:
Global Recognition: The innovation garnered praise from religious leaders and healthcare professionals, establishing itself as a breakthrough in Hajj healthcare.
Organic Reach: Extensive social media coverage across key regions highlighted the importance of hygiene during pilgrimage.
Measurable Impact: Over 100,000 pilgrims directly benefited, with positive brand sentiment for the airline significantly increasing.
Widespread Awareness: The campaign generated significant earned media value, reaching millions and trending in 35 countries, including #1 in Saudi Arabia.
The ProtecTasbih campaign serves as a powerful example of how creative vision, strategic planning, and meticulous execution can yield impactful results. Liwa Content Driven played a key role in crafting the campaign's key elements – making captivating films that showcased the product development and seamless distribution, highlighting the importance of such expertise in creating innovative healthcare solutions on a global scale.
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