EXPO 2020 What is Expo
EXPO 2020 – WHAT IS EXPO
CHALLENGE
Market research has shown that the UAE and GCC Arabic speaking community do know about Expo 2020 Dubai (90% brand awareness), but they’re not sure what Expo is all about or why it should matter to them.
IDEA
We created the Arabic “What is Expo?” series consisting of 11 snackable creatives in vertical story format. Covering the fundamentals of the history and future of Expo in video form – answering some of the basic questions about Expo in the form of a content series.
Over the span of a month, we told the story of “What is Expo?” right from the very first World Expo; The World Fair in Victorian London of 1851, all the way to the present. Our goal was to make each post pop on the feed and be immediately recognizable as part of the “What is Expo?” series.
RESULTS
With 1.4 Million Emiratis in the UAE, we were thrilled for our content series to have received 22.7 Million impressions and 2.2 Million views.
What was even more impressive than the numbers was the sentiment the series received from Arabic users across our channels. The comments showed how the Arabic speaking community are now understanding what Expo is all about and are showing excitement and pride towards the event, there was also a significant increase in the number of shares that this series received.
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SWITZ Ramadan 2020
SWITZ – Ramadan Campaign 2020
OUR CHALLENGE & INSIGHT
This Ramadan, Moms all over the world are facing a situation they have never faced before. They’re balancing: e-learning, husbands at home, kids abroad, housework and (often) full-time jobs jumping, on and off Zoom calls all day long.
All whilst fasting too. If being a Mom is hard normally, we asked ourselves, what on earth does being a Mom look like during this ‘new normal’? And how does Switz help Mom during this global pandemic, at the most special
time of the year for her and her family?
OUR CAMPAIGN:
Moms around the world are tasked with helping their families feel closer, when they have never been so far apart; whether gathering them on a group call, teaching the way to recreate Ramadan at a distance, or simply by having a positive spirit in a time like this…
We launched our Switz brand film showing and celebrating the many small ways Moms make us happy in times of crisis, and the lengths she’ll go to stay strong to ensure we have a great Ramadan – all shot via webcam (an agency and brand first!)
SOCIAL MEDIA RESULTS:
- Brand film has received x2 average watch time on FB/IG than Always On videos.
- Film has been picked up & featured on Campaign Middle East Front Page.
- Film has generated 50% more shares than last year’s campaign film & emotional comments & tags from Mom’s (and their children!) across the Middle East.
SWITZ Mother’s Day Campaign 2020
SWITZ – Mother’s Day Campaign 2020
Objective:
SWITZ revolves around the home maker. As mother’s day approaches, we want to shed the light on how our moms shape our lives.
INSGHT:
In our youth, we swear against being anything like our moms. In fact, we can sometimes vow never to become them. Before we know it, we pick up more than just their genes; from bigger things like traditional family recipes to smaller things like their unique mannerisms.
IDEA:
This Mother’s Day, we shed the light on the small moments where we unknowingly take our moms for granted through an emotional and relatable video.
SOCIAL MEDIA RESULTS:
• We achieved an average watch time of 90%, double the average brand benchmark.
• We generated one of the top 5 highest swipe up rate on our Snapchat supporting content in 2 years!
• We exceeded KPIs by more than 10x for Facebook & Instagram, and double that of YouTube
Volkswagen April Fools Day
VW APRIL FOOLS DAY
OBJECTIVE:
The ambition was to capitalize on April’s Fools day, which fell just before Ramadan, by releasing a regional prank that would not only build brand affinity for Volkswagen MENA, but also extend our reach to new audiences through the creation of highly shareable and relatable content.
The goal was to create an April Fool’s Day prank that was passable on the Newsfeed, appearing authentic yet also absurd enough to entice speculation in the form of comments and engagement.
STRATEGY:
It’s no secret that the UAE is a driver’s nation, we spend far more time in our cars than any other mode of transport, with research showing that drivers in Abu Dhabi and UAE spent a combined average of 130 hours in their cars during peak traffic in 2018 alone – making the overwhelming clutter of road ads we drive through on the daily just a normal part of UAE living.
For the best part of the year, it’s really not that big of an issue; you can just tune them out. During Ramadan however, this is a burden more than anything else, as you are forced to drive through a never-ending torrent of food ads when the last thing you want to think about is eating, especially after a long day of fasting.
Online however, it’s an easy thing to block out the ads you don’t want to see. In fact, more than half of the internet population uses ad-blockers, up from 47% in Q2, 2017, with 54% of the UAE alone opting in for an ad-free online experience.
On #AprilFoolsDay we tapped into this regional insight and announced our latest car feature; a real-life ad blocker, that identifies and distorts pesky surrounding ads so that drivers can keep your focus on your road and your appetite at bay.
We brought this to life through a ‘real-life’ curated video taken from the perspective of a passenger as they explore our latest feature in action.
We then sent our video to an influencer so they could ‘leak’ it on our behalf, making it seem more authentic, allowing us to then curate the video on our channels in a ‘the cats out of the bag’ kind of way.
Ultimately, enabling us to create content that felt authentic, organic and social-first, as we puzzled the nation with a concept feature that is so absurd, it might actually be true.
RESULTS:
The organic results? In 24 hours the ad received 225k+ Views, 100’s of conversations on Instagram & Twitter, half million views on Instagram & Snapchat and the post saved and shared post for the brand on Facebook in 2019.
Spotify Play Away Player
SPOTIFY – PLAY AWAY PLAYER
PREMISE:
Spotify Middle East was launching it’s new integration with PlayStation in the region.
IDEA:
Gaming is enjoyable as is, however nothing is better to get you in the groove than listening to your favorite jam. No matter what game you are playing, if you are winning or loosing, music will add a new dimension to your experience
EXECUTION:
We created a series of shortform micro videos showcasing different gamers in their element, their gaming experience is enhanced with the song that they are listening to. The choice of songs are relevant to what they are playing adding an extra layer of entertainment to the process.
Genesis KSA National Day
GENESIS -KSA NATIONAL DAY 2019
PREMISE:
Genesis was recently launched in the GCC & overall, has a low level of
awareness. Yet, in KSA, the brand is maintaining strong luxury credentials but
has not gained the full trust of our Saudi Audience.
Knowing how crucial KSA is as a the largest primary market for Genesis, our
aim is to maximize brand exposure while highlighting the brand’s unique
benefits and; engage with the Saudi audience to build an emotional connection
between them and the brand.
IDEA:
National Day fireworks in Saudi are a family favorite where most of the city comes out to the local corniche or central park to watch the show, waving flags and enjoying an evening picnic that goes on till midnight. To this backdrop, we created an emotional video connecting the concept of Genesis, the story of origins, with this moment of celebrating the origins of the Kingdom and its modern reflection.
EXECUTION:
We composed a custom soundtrack, merging the Saudi national anthem with an insert of the Genesis brand sonic, musically symbolizing the harmony between the two cultures, Korean and Saudi. We then filmed the story of the family, getting ready for a day of celebration and meeting up at the corniche – where most Saudis gather to watch the National Day’s fireworks.
Along with highlighting the warmth of family traditions, we also, paid tribute to Saudi modernity, filming the mom joining the family in her own car, and raising the Saudi flag with patriotism and pride.
Along with highlighting the warmth of family traditions, we also, paid tribute to Saudi modernity, filming the mom joining the family in her own car, and raising the Saudi flag with patriotism and pride.
Old El Paso A Mexican Fiesta
OLD El PASO – A Mexican Fiesta
PREMISE:
Old El Paso is quite the established brand worldwide but not in the region. The objective was to penetrate the Saudi market and introduce mexican cuisine as an alternative to dull and repetitive dinners.
IDEA:
Channeling the inner mexican fiesta that Old El Paso brings, we composed a Jingle that showcases the product range, the consumption occasions and hammers on the branding via an ear worm.
EXECUTION:
Through an authentic mariachi band we recorded the jingle and matched it with beautiful consumption and intrinsic food visuals in a festive setting, capturing the feeling of a true Mexican Fiesta
SONY Android TV Campaign 2019
SONY – Android TVs Campaign 2019
Objective:
Ramadan is the Super Bowl of the Middle East, it’s when TV consumption skyrockets making it the perfect time to sell TVs. Sony being the leading TV brand in the region, it was the perfect opportunity to communicate their latest Bravia series; the only one with Android system in the market.
Insight:
Our TV is packed with all of these features that it practically sells itself, EFFORTLESSLY!
IDEA:
Inviting our audience to a series of videos showcasing a salesman who doesn’t really do any effort in selling TVs but ends up selling the TV every time.
We created 4 videos each focused on a technical feature from being compatible with Playstation’s controllers to embedded chrome cast support to voice search
The campaign also featured some cameo appearances from famous Arab Vloggers generating more interest towards the campaign
ELC Eid/Ramadan 2019 Campaign
ELC – Eid/Ramadan 2019 Campaign
Objective:
With Eid being the Christmas of the Arab region, it is the time of gifting the children of your family. ELC created a special scratch and win promotion during Ramadan to encourage customers to get more out of their purchases.
Insight:
Gifting is a standard part of Eid, Especially to the children of the family. The only issue is, Arab families tend to extend to a whole lot of offspring, If you get something for your son then you need to get something for your nephew and your cousin’s children, etc..
IDEA:
To promote ELC’s offer, we tapped into the insight of having to gift all of these family members, but at least now you won’t have to worry about the budget because the more you buy the more you can get, from discounts to vouchers to toys.
SOCIAL MEDIA RESULTS:
- 38% view rate on YT (more than double the industry benchmark of 15%)
- 2 Million Views and 10 Million in reach
SWITZ Mother’s Day Campaign 2019
SWITZ – Mother’s Day Campaign 2019
Objective:
SWITZ revolves around the home maker. However, we needed to create a meaningful and impactful way to celebrate Mother’s Day that isn’t your typical cookie cutter type of post and actually makes a difference.
Insight:
It might be unfortunate, but it’s true, that we can get so caught up in our online connections that we
end up neglecting the truly important ones in real life. Social media, for instance, becomes flooded on
Mother’s Day with posts about how much we all love our mom, but they’re all kind of the same,
and it would be better if we spent more time and effort being mindful of our mothers and expressing
our love in actions.
IDEA:
We wanted to hold a mirror of truth to our social media immersed audience. So, we created a series
of stories about silly or ordinary moments people post about all the time, but with a twist!
In each story we see someone recording an IG story on their phone, shot from a front camera point of
view. Utilizing the fact that stories are shot in full screen, our audience can view the screen from that
person’s perspective. Suddenly, the recording is interrupted by a call or message from Mom. We see
that person either getting annoyed or ignoring Mom all together! Something our audience might have
been guilty of as well.
After this reality check pinch, we offered our audience creative tools to express their love to their
Moms. Swiping up to our micro site, they land on a number of creatively crafted messages, ranging
from the poetic to the corky – messages that are anything but generic! To say I ❤️ U Mom in
unexpected ways.
SOCIAL MEDIA RESULTS:
• Reached 2.5M million people.
• We received 2 million users on the microsite.
• Average time spent on the micro site was 30 seconds.
We received comments like these:
Sony RX100M6 Influencers Campaign
Sony – RX100M6 Influencers Campaign
Objective:
Launch and drive considerations for the Sony RX100VI compact camera, targeting content creators and digital influencers. An audience tough to engage and convince.
Insight:
An influencer’s Instagram feed is considered as a representation of them and most of their community doesn’t realize the effort required to get the perfect shot. A single post takes more than a 100 picture just looking for the perfect one!
IDEA:
The camera that promises to remove the clutter and technical difficulties that influencers have to deal with, so they can focus on what they do best; being creative.
We collaborated with influencers to show the impact that a trusted voice can have when combined with beautiful content.
We started the campaign by telling our behind-the-scenes story of four influencers, from different categories, while highlighting the many ways that the RX100VI has helped them – showcasing their creativity and hard work, with an emphasis on their creative process.
SOCIAL MEDIA RESULTS:
• Reached 2.6M million people in the UAE.
• Achieved 1.6M views.
• Received 21% view-through-rate, exceeding regional benchmark of 18%-20%.
Garameesh “Crunch or be Crunched” Winter Campaign
Garameesh “Crunch or be Crunched” Winter Campaign
CHALLENGE:
With the ever changing cultural landscape of Saudi Arabia, expectations of the branded content they see on social media are higher than ever. To really resonate with our youth audience and cut through the content from hundreds of brands being served to them every day, we had to find a way to capture them with creative they could relate to and would want to share on their profiles.
IDEA:
Saudi Arabia is one of the most active countries on Twitter with more than 11.34M daily active users, so we analyzed the trending topics and conversations to find that the Saudi community commonly use a famous proverb: “تغدى فيهم قبل مايتعشون فيك” Meaning: Eat them for lunch before they eat you for dinner – which led to our new brand platform “Crunch or be Crunched” – setting the tone for our creative that followed.
In December 2018 when the sales of rusks are at an all time high, we launched our “Crunch or be Crunched” campaign with 4 vertical, social first videos. Each video played on a truly regional insight on the daily struggles that we all face either at work, with friends or even family – and highlighting some innovative ways to overcome them with Garameesh.
SOCIAL MEDIA RESULTS:
• Reached 1.2M million people in the UAE.
• Achieved 3M views on all platforms.
• Received 50% view-through-rate on Twitter which is almost double the regional benchmark
#DXBExperiments Presents The Garden
#DXBExperiments Presents The Garden
CHALLENGE:
To promote Glenfiddich’s Single Malt among Dubai’s young adults, who are not your typical premium whisky drinkers.
IDEA:
We launched a dark-market-friendly communication platform: #DXBExperiments and introduced #DXBExperiments Presents The Garden – a leafy outdoor pop-up bar boasting bespoke cocktails made with ingredients from the garden. To drive footfall, we hosted weekly cocktail masterclasses, teamed up with influencers and created a series of micro-videos promoted across Facebook & Instagram.
SOCIAL MEDIA RESULTS:
- Reached almost one third of Dubai’s population (over 900,000 people)
- Over 300,000 video views in just 2 weeks
- A view-through-rate of 31% – eclipsing the 20% industry benchmark
- 7,300 signature cocktails were sold
- 5,500 visits from cocktails lovers
- 1,453% YOY increase in venue sales
