2012 Winners & Shortlists

The Campaign

In this region, Range Rover vehicles are mostly driven by a more mature target audience. For the 1st time ever,they were launching a ‘baby Range Rover’, the Range Rover Evoque for the youth, mainly young, affluent Arab male–a target they have never spoken to. Our task was to launch this vehicle in a way that will grab their attention. Our strategy:start the buzz beforehand and entertain them where they spend most of their time – Online. Along with MBC, the region’s leading broadcast company, we created a 5-episode online film series, Classified–an exciting, action-packed drama that was not only in Arabish (Arabic+English), the language our target audience speaks in, but we also got a young, acclaimed Arab director, Ali F. Mostafa, who already had a relationship with them since his box-office film, ‘City of Life’. The region’s cities, the Arab culture and the features of Range Rover Evoque were seamlessly woven into the storyline. Classified entertained without brand mention, later revealing itself as ‘A Range Rover Evoque Film Series’.

Success of the Campaign

For a never-done-before launch campaign in the region, the results surpassed our objectives: - Generated 5.6 Million impressions, 2.5 times more than the target - Over USD 10 Million worth of Media & PR Value till date - Generated 248,845 views - Classified page received 200,000 impressions, of which 92,142 were unique-viewers - Online Trailer generated highest media-views of 52,420 - Overall Click-Through-Rate of 0.28%, higher than the industry benchmark for entertainment (0.13%) - Increase of 150% search volumes in KSA & 300% in UAE - Voted as the No.1 film in the region by Campaign MiddleEast - On popular demand, MBC aired it on MBCAction as a film from 17–19 Feb 2012. Moreover, all cars are sold out till April 2012; our waiting list is still growing.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Week after week, we got our viewers hooked to an exciting and action-packed drama following the lives of three Arab guys, who the audience could relate to. The cities, the Arab culture and Evoque were seamlessly woven into the storyline – without any brand mention till the second last episode. This revealed Classified as ‘A Range Rover Evoque Film Series’. Before reveal, the film trailer was shown extensively on 7 MBC TV channels, directing viewers online to MBC’s website; MBC’s extentive social media channels - facebook and youtube - were used to create hype and buzz; got the cast and director to tweet and interact with our audience. After reveal, in addition to the TV trailors and MBC social media network, we sent e-mails to Land Rover database; had collaterals at Dubai Motor Show; spread behind-the-scenes viral content through Land Rover’s social media channels and website. Due to popular demand of the fans and the success of the film, MBC aired all 5 episodes on MBC Action as a film from 17–19 Feb 2012.