Riyadah reveals a new brand identity and relaunches operations

After a stumbled epoch, the sporty-themed scratching cards, Riyadah, has relaunched its operations in Jordan with a new brand identity. This project, which was launched by the Jordanian Olympic Committee about 4 years ago, aims at supporting Jordanian sports through a lottery program where you buy a ticket, you scratch it and hopefully win some cash, and you can also attend sporting events like football and basketball matches for free. The moral part is that you will support the sport just for buying the card, in a way you won’t feel that it’s a total waste.

The project had few ups and downs, their first advertising campaign was really good, personally I liked it, the slogan of that campaign was “it could be you”, they featured non-sporty people competing with athletes and winning, I don’t have any visual, but here is a shot of the TVC where a boxing athlete is being beaten by a housewife wearing oven mits! That campaign was created by Team Y&R Amman. However, the product couldn’t maintain credibility as many winners claimed that they didn’t receive their prizes, plus they weren’t aggressive enough with testimonial ads, which lead to a bad reputation, leaving the brand with a desperate need for a facelift.

However I still believe that it’s a good initiative, if you think about it, you pay a JD or two, could be half a JD, and you get to try your luck, support Jordanian sport, and eventually help some young people who are selling these cards, most of them are student. The other day a young guy approached our table with Riyadah cards so I decided to try few cards just to support this working-student.

The new identity seems to be more fresh, however it focused on the winning and luck part instead of pushing the support that could be granted to sports through the product. The ad isn’t really informative, it lacks a lot of details, for instance there are no contact details in case you needed to get more details about the product, not even the website, which I needed to spend sometime to find it. The copy didn’t explain the process of how to buy the cards, where to find it, how to use it to attend the sporting events, how to redeem your prizes, plus they mixed slang language with formal Arabic language, not to mention the misplaced “shadeh” in the header.

Advertising Agency: Saatchi & Saatchi Amman, Jordan

• No Related Post