Insight

In response to the COVID-19 crisis, leading building management and HVAC systems provider Al Salem Johnson (YORK) stepped up to develop solutions that would help protect Saudi citizens in the pandemic.   W7Worldwide created a dedicated COVID-19 education and awareness programme for ASJC, to highlight the company’s extraordinary measures in helping its local clients and the community.

The company has the world’s second largest cooling station at the Holy Mosque of Mecca and one of the largest cooling stations in the world at the Prophet’s Mosque in Medina, providing vital behind the scenes infrastructure many Saudi citizens are not aware of. The Kingdom’s Government had announced travel restrictions and other preventative measures to ensure Ramadan and Hajj could be performed in a safe manner. As part of W7Worldwide’s COVID-19 campaign, we set out the special preparations taken by Al Salem Johnson Controls to serve and protect pilgrims.

Methodology

The strategy focused not just on talking about the solutions by ASJC to their clients, but also, to establish a bridge with the target audience, including the general public, government entities and clients.

The emphasis was on demonstrating the leading position ASJC has in the market, educating target audiences with thought leading and informative pieces.

The campaign was not only important for ASJC’s clients but also the general public, so they can learn about COVID-19 in relation to the HVAC-R industry.  We wanted to establish the benefits to pilgrims of the technical solutions by ASJC in Al Haramain.

One of the main challenges we faced was simplifying the technical information which required from our team a further and deeper research to understand the industry and develop the main key messages.

Our efforts produced a long-lasting impact and brand visibility for Al Salem Johnson through providing information to target audiences that would reassure and educate them.  The sentiment of coverage was 100% positive throughout the campaign.  The exercise had a strong impact on the brand as a whole, positioning ASJC as industry leader, having handled one of the most important projects for the Kingdom.  SEO results now feature ASJC in the top search results on the first page of Google under key words such as Al Haram, Makkah Cooling, HVAC and others in Arabic and English.

Impact

35,000,000 Impressions

83 of total clippings

Clippings