In Saudi, where grooms are expected to pay the bride’s family a dowry for her hand in marriage, many young men are asked to bear financial burdens they cannot hope to shoulder. Saco Hardware, in collaboration with JWT Saudi, created a social media promotion that spotlights the financial challenges facing young people and positions the retailer as a tool for helping them.

JWT came up with a simple concept/story: A video clip shows young Mousaed making the traditional visit to his future father-in-law, who demands 28 items from Saco as a dowry. Returning home, Mousead finds the catalog is ripped to shreds, and the young man is left to guess the names of the items he needs to buy. Photos of torn pages were posted to the Saco Facebook page, and people were encouraged to identify the products to help Mousaed get one more item toward his marriage. Correct guesses won items.

The campaign is doing well with minimal support, and the hope is to evolve the effort into a commitment to sponsor newlyweds who need to furnish their apartments.

Great work!

Source.