Intersection of Psychology and Marketing, Hajj Moments Video

The annual Hajj pilgrimage, is considered the spiritual pinnacle for 1.8 billion Muslims around the globe.

As one of the five pillars of Islam, Muslims who are physically and financially able to make the journey to Mecca, Saudi Arabia, are required to perform the Hajj at least once in his or her lifetime.

It’s known and proved by studies that marketing messages perform better when they emphasize the outcome consumers can achieve with a particular product or service versus a dry list of its components and features. This project was a great example for this.

This year we decided to highlight the hajj experience in our four hotels in a different way, we’ve taken a creative approach that focus on the emotional moments that our guests pass through while they are enjoying our facilities and their stay in ease during this spiritually uplifting journey.  Also, we wanted to highlight our team who can speak more than 36 different languages in order to accommodate all of our guests needs in their native languages.

We saw a great exposure for our hotels upon the video publishing and it was clear a great successful case study as it went on trend once we published it as people started engaging with it and wishing to be part of the next year Hajj.

The fun part about marketing is the opportunity to discover new ways to trigger favorable emotional responses from consumers. To build a successful marketing campaign, marketers ought to start with best practices, testing how well proven theories apply to their unique circumstanc. This experiment was one of the enjoyable projects that i have worked on.

Enjoy watching the video