Al-Futtaim with BYD cars, scored $10.3M+ Worth of Test Drive Bookings and 142.9% Engagement Rate

The Challenge

Al-Futtaim wanted to break away from the traditional offline route to unveil 7 BYD Cars for the first time nationwide with the goal to:

• Increase brand awareness
• Reach audience not physically present during the launch in KSA
• Create a strong engagement by reaching existing blue rewards customers
• Generate test drive bookings online
• Create an innovative customer experience
• Foster a direct connect with digital savvy consumers

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Swirl Solution | Livestream Commerce

A pre-recorded livestream event featuring host Suha Nowailaty with Mr. Hasan Nergiz (MD, Al Futtaim Electric Mobility), and Mr. AD Hoang (MD, BYD, Middle East & Africa). The live event was showcased solely on the Blue Rewards app to create exclusivity amongst the members and drive more in-app engagement and adoption.

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The Game Plan

Swirl partnered with Al-Futtaim to create a pre-recorded 30-minute livestream session for the launch of 7 BYD cars. This was exclusively showcased on the Al-Futtaim Blue Rewards app and featured:

• Launch of 7 new car models
• Features and benefits of fully electric and hybrid cars
• Design process from sketch to final product
• Environmental challenges tackled by BYD
• A joint commitment to make 50% of the country run on renewable energy

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Pre-live stream, Al-Futtaim promoted and invited the audience using:

• Email campaigns
• Push notifications
• App banner promoting the livestream
• Social media posts and stories

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On the Blue Rewards app:

• A countdown leading to the live show was displayed.
• During the event, a banner inviting the viewers to the livestream displayed on the Blue Rewards app.
• The CTA was ‘Book a Test Drive’, with Al-Futtaim offering doorstep delivery for those who scheduled a test drive.
• The CTA enabled a seamless single-click test drive booking for customers.
• Once booked, customers immediately received a WhatsApp message confirming the same.

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We created a customized UI/UX workflow that exactly matched their brand aesthetic, including colors, fonts, icons, and general style.

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We also built a custom API to integrate with their customer data endpoint API. Al-Futtaim provided an encrypted ID for each user that watched the live show. We saved that encrypted ID and passed it to them, building a private viewer database, to ensure customer data stays protected in their own environment as per KSA data protection and privacy laws.

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Al-Futtaim awarded points to every user in the Blue Rewards app, which could be redeemed while shopping for other products through the app.

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The Result

The livestream garnered: