2010 Winners & Shortlists

MOVIES IN MOTION

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Client/BrandSONY ERICSSON
Product/ServiceC905 MOBILE PHONE
EntrantMEDIAEDGE:CIA Dubai, UNITED ARAB EMIRATES
Type of EntryMedia: Integrated Campaign
CategoryBest Integrated Media Campaign
Entrant Company:MEDIAEDGE:CIA Dubai, UNITED ARAB EMIRATES
Media Agency:MEDIAEDGE:CIA Dubai, UNITED ARAB EMIRATES

Credits

Results and Effectiveness

- 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!!!

Creative Execution

Students had to film their 2 minute movies,upload it on MIM microsite to win C905 gift-packs & an 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 the curriculum of NYFA where students were taught how to use C905 to film,edit & upload/blog videos.Live demos were done & students were called on during the workshop & given C905 to do actual movie exercises. Creative integration at all touchpoints: -C905 phones & features integrated into branded promos of MiM.Aired extensively across MBC2 & MBC Max. -MIM microsite branded & movie players skinned to become C905. -Blogs created to start a buzz & engage the youth. -MIM newsletters branded C905 sent out to MIM database(185,000 users). -Pushed viewer engagement further by creating People’s Choice Awards,where viewers & online bloggers voted for their best movies.

Insights, Strategy and the Idea

Our challenge was to push C905 in MENA & meet sales objectives. We needed to highlight the high quality video-making capabilities of C905. 15-25 multi-market TGI & focus groups showed that today’s youth is quite well versed with technology & like to experiment with their gadgets. There is a growing segment of youth who feel the need to creatively express themselves through multimedia-social media, blogs & VIDEOS. With C905, they were not completely aware of the various features available nor do they associate SE with good video making capabilities. Our idea was to partner with “Movies in Motion” (property developed by MBC2 & MBC Max) which will give 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!

Credits

Name Company Position
Mohan Nambiar Mediaedge:cia Managing Director
Leena Kewlani Mediaedge:cia Director Mec:access
Fatima Shaikh Mediaedge:cia Group Account Manager Mec:access
Vikrant Shetty Mediaedge:cia Account Manager Mec:access