Pilot: Scribble-Bee

-Challenges:
Syria - 2011,The circumstances surrounding the market business caused a huge canceling of many of the marketing activities and advertising campaigns, however, the Agency and its partner decided to go on and insist in releasing ( 2011 back to school campaign) for Pilot. this decision was made after answering two important questions:
1. Is Pilot appearance is a chance in the absence of the competitors -due to the circumstances -?
2. How we shall target the young people and students who focus their attention on critical public affairs?.

-Solution:
A new modern idea is needed to attract the audience nowadays. Young youth has curious ideas and endorse a new ways of expressions. No better time than this to launch a new concept of "scribble".
We reflected an interactive idea by using Pilot's pen on sheet of paper to express opinions , attitude, self comments ,and attempts of spontaneous confessions through writing - drawing – Scrabbles.
Also in the TV advertising commercial the pen came out on the screen while drawing characters, next these characters were animated to live and present an atmosphere of joy, entertainment, and interaction.

-Result:
High percentage of TVC viewing and interaction on the pages of social sites, the idea gained a strong echo among young people and touched their feelings , their comments reflected the excellence of the advertising idea in terms of concept and execution.