2012 Winners & Shortlists

Brief Explanation

Range Rover – the car for a mature audience, was now launching a ‘baby-RangeRover’, RangeRover Evoque for the young, affluent Arab male–a target they have never spoken to. Our task: to launch Evoque and grab their attention. Our strategy: start the buzz beforehand and entertain them where they spend most of their time–Online. Along with MBC, we created a 5-episode online film-series, Classified –an action-packed drama in Arabic+English, a language our target speaks in and got the acclaimed director, Ali F. Mostafa, who was already popular amongst them after his box-office film, ‘City of Life’. Classified entertained without brand mention, later revealing itself as ‘A Range Rover Evoque Film Series’.