The objectives of the campaign was to highlight Makkah as a destination while increasing awareness of Jabal Omar in KSA and in the GCC. The Jabal Omar community houses many international hotels which have high occupancy over holy month of Ramadan. Besides Makkah being the home to the most religious site for Muslims Worldwide, Makkah has a unique history many people are unaware of which Jabal Omar wanted to showcase. With the tag line “We haven’t changed” communication showcased the cultural roots of Makkah’s past while highlighting how these roots are still present in modern day Makkah.
The campaign is the first use of a Snapchat Portal Lens in the MENA region that puts Snapchatters right in the middle of an augmented reality experience. And the first use of the double portal lens globally. The portal lens was available for 24 hours.
Using the lens, Snapchatters can walk around the Mecca old souk with the traditional building architecture, street food vendors and Ramadan lights decoration. Snapchatters can then enter a second door into modern-day Mecca, where they will stand on a balcony inside the Al-Haram Mosque overseeing the Holy Kaaba. The Adhan can be heard in the background, and pilgrims can be seen praying facing the Kaaba.
It achieved 8 million impressions and was used 2.4 million times, meaning millions of people got to walk through and experience the Makkah of old and today.