Service: Strategic Creative Solution, Content Production
Brief: There are thousands of educational materials online that can help tech and non-tech people learn how to use any of Microsoft’s products. However, there is no source of educational materials that is specifically designed for the Saudi target audience. Microsoft Saudi Arabia challenged The Social Clinic with the task of coming up with a social concept with the aim of educating the Saudi target audience about Microsoft’s products and services in a localized way.
Delivery: We at The Social Clinic cracked the idea of starting a social media based show called الزبدة which would aim to provide the fans and followers with quick tutorials and hacks related to various Microsoft products and services. Since Microsoft is known for having brand mascots that serve as a way to introduce people to new concepts, and even help walk them through it (e.g. Clippy- The Talking Paperclip), the team decided to create two brand mascots that would star in this show: Dafoor (means Nerd in Arabic) and Fannan (means Artist in Arabic).
The two mascots were given these names based on their personalities and purpose: Dafoor was a traditional young Saudi: very knowledgeable, quite a nerd who believed in sharing his expertise with everyone and his purpose was to provide audience with quick video tutorials on how to perform various tasks related to Microsoft products/services. On the other hand, Fannan was a cool and trendy young Saudi: quite smart but he always looked for shortcuts that made life easier. His purpose was to provide audience with quick hacks and shortcuts that would make using Microsoft products/services very easy and less time consuming.