2010 Winners & Shortlists

Results and Effectiveness

- Over 60% of the target audience was reached with the TV Integrated Promo across the region!! - Generated over 600 million TV impressions across 7 markets in MENA!! All this at approximately 50% lower cost-per-thousand vs. Sony Ericsson’s overall average!!! - TV exposure of this activation was worth over $11.5million - On Video on Demand site, 3.8 million views of the integrated promo!! CTR on banner was 7.44% - But most importantly, sales targets were achieved in 2 months!

Creative Execution

An integrated promo, which completely showcased W995, was created with MBC1 TV creative team. Aired across MBC1, MBC2, MBC4, MBC Max & MBC Action. Promo showcased every aspect of the phone: the external features to movie playing capabilities, footages from BAH and the preloaded content available for the BAH fanatic. This integrated promo was aired pre-Ramadan & during Ramadan, including in the Bab Al Hara prime series to target the captive audience. In addition to TV, consumers were actively engaged across all touchpoints: -Integrated promo aired in UAE cinemas. -Special BTL packaging developed. -Radio ads were created & aired on MBC radio stations. -Sponsorship of BAH dedicated microsite & Video On Demand site. On VOD, the integrated TV promo was aired before & after the viewer watched the episode of BAH -Online campaign on various websites -BAH campaign was supported across Print & Outdoor.

Insights, Strategy and the Idea

Challenge was to launch W995 mobile during Ramadan & to showcase its movie playing capabilities. We needed to achieve sales targets across MENA in a recession-hit region, where consumers were not replacing their phones as often as they used to. Insight and Research showed that Bab Al Hara (BAH) is one of the Top 3 Ramadan programs watched in the region & has a religious following across all age groups. BAH is aired only once a year on MBC1 during the 4 weeks of Ramadan & generates an average rating of 25. The idea was to partner with BAH & to create a special BAH W995 phone edition, which came pre-loaded with content: entire season 3 of BAH, ringtones, games & wallpapers. On TV, we developed an integrated promo between BAH & SE to promote this unique partnership.