2012 Winners & Shortlists

Brief Explanation

Over a third of the Arab population is under 30. In a highly competitive and cluttered market, MBC Group wanted to develop a break-out television drama for this increasingly media savvy audience. Recognizing and embracing the way that young people lived their lives, we re-imagined the television drama, youthfully named, 04. Now it was critical to create an identity that captured the spirit of the show in a way that resonated with the youth.

The Brief

In developing a first of its kind experiential drama for the pan Arab youth, MBC required an identity that reflected the evolving personality of its audience.

How the final design was conceived

Our task was to become a brand that is seen as a trendsetter and a symbol for ‘timeless’ style. We created a brand and an identity that, like life itself, had the dimension to freely float and move in space as well as to constantly change. The form and 3-dimensional lens-like effect represented the viewing of life through the 04 prism. When viewed in its totality, the identity depicts a brand that is always on the move.

Indication of how successful the outcome was in the market

The 04 branding and distinctive identity tied together the various components of the multi-media rollout. The youth audience has truly embraced the series. The three-week multi-media marketing campaign prior to the launch of 04 attracted 20,000+ unique visitors to the micro-site. After three weeks, 04 had 10,000+ fans and followers across its social media sites. Active interactions on Facebook alone exceeded 34,000. The 04 YouTube channel reached 450,000+ views apart from 160,000+ views on MBC’s VOD site. 04 earned media coverage across the region worth $270,000+. Less than a month after it started airing, MBC announced a second season will be produced and aired in May 2012. 04 has an IPSOS rating of 4.5%.