Um-Khaled the Mother of Bargaining Al Markazia Toyota
We created the world’s best bargainer, and every business’ worst nightmare.
The mother of all bargaining
She started in 30 episodes of bargaining 101 during Ramadan. She shared tips, tricks and more while bargaining live with Toyota salesmen. Her tips posters were placed all around the showroom and she even released a personal guide for bargaining each highlighting a trick that Um Khaled uses to bargain and called it “Bargaining 101”.
We also compiled all 30 tips in a booklet and distributed it on clients. Because Ramadan is a month when people are constantly browsing for entertainment and always looking for content that grabs their attention through mainly TV and social media platforms, we have created 4 TVC's that was aired during the highest viewership segment on local channel Roy’a TV and social media as well as a microsite to compile all offers, mini-series as well as booklet in one place that also allowed people to book test drives.
We even created a stamp of approval: “Prices like Um Khaled got them” and pasted it across all of our communication.
Her timing couldn’t have been more perfect, since Jordanians were protesting in the streets against the rises in tax. She even became an icon in the protests, with people asking her to bargain with the government, we were responding to peoples grieve through Um-Khaled that made her become the Allay of the Jordanian people.
2018 MENA Effies
Automotive / Silver