2010 Winners & Shortlists

The Brief

Challenge was to push C905 in MENA & meet sales objectives.C905 was launched last yr, but our target group (15-25 year olds) were not completely aware of the various features available nor did they associate SE with good video making capabilities. Our strategy was to partner with “Movies in Motion”(property developed by MBC2 & MBCMax). Gave young aspiring movie makers a platform to express their creativity by creating 2 minutes movies (with 2 stars & in 2 locations).Within this property,we creatively integrated the C905 into their movie making culture by teaching them how to film movies on C905 itself!

Creative Execution

We gave the students C905s in their hands to experience & engage with the product. During the teaching workshops,they were shown that you dont need to invest in a video-camera to create movies. You could create raw footages, with different angles, lighting, with effects (sepia, black & white etc) with C905 itself which could be uploaded and edited. This was important since it emphasized and demonstrated the strength of the video making capabilities of C905. Never has this been done before, and it reflected positively on the sales of the brand, and on the number of video entries received.

Describe the creative solution to the brief/objective.

Students had to film their 2minute movies,upload it on MIM microsite to win C905 gift-packs & internship at NYFA(New York Film Academy).NYFA went onground into 10 markets(48 schools) & educated young students on movie making.C905 was creatively integrated into curriculum of NYFA where students were taught how to use C905 to film,edit & upload/blog videos.Live demos done & students were given C905 to do actual movie exercises. Creative integration at all touchpoints: C905 phones & features integrated into branded TV-promos of MiM.Aired extensively across MBC2 & MBCMax. MIM microsite branded & movie players skinned to become C905.

Results

- Over 550 videos uploaded - 10,390 votes for People’s Choice Awards - 963,629 page views (281,186 unique visits) on MiM Microsite - Gross TV + Online media value was worth over $3.3million - Winners were announced at Dubai International Film Festival (Dec 2009). Their winning movies were also shown at the festival. - Sales targets exceeded by 12%!!! - But most importantly, winning movies were aired on MBC2 & MBC Max, giving students a platform of 40 million viewers!!!