2012 Winners & Shortlists

Results and Effectiveness

The effectiveness of this activity lies in its interactive, sharable, and highly exposed nature. Ultimately, the brand created a unique viewership experience. On top of that the brand managed to push consumers to express themselves through the online competition therefore ticking the box for our objectives. On-line results: 672,356 Page views in Total 215,406 Unique Visitors 2,928 Entries 121,473 Likes/Comments

Creative Execution

Barbican: "My Movie" or in Arabic "Hatha Filmi" A 13 weeks theme night activity and online competition in collaboration with the leading TV channel in the region MBC2 Barbican produced 42 different edits showing movie scenes being re-enacted by everyday people (i.e. A Kung Fu re-enactment to be aired just before a Kung Fu movie). In addition, competition promos were running across mbc channels and inviting viewers to visit mbc.net/hathafilmi to take part in the competition. To get the chance to win a Go Pro HD Camera, people were asked to imitate the poster of the week’s movie and upload their photo to the microsite. To leverage the power of social media, we have enabled the users to vote for their favorite entry and the winner was selected based on the highest number of Facebook likes. Furthermore, we have linked Barbican’s Facebook page to the competition’s microsite, allowing people to become fans of Barbican and for existing fans to be part of the initiative.

Insights, Strategy and the Idea

Due to the increasingly competitive nature of the Non-Alcoholic Beer segment, it is becoming more challenging for brands to stand out, grow and be relevant. While Barbican scored high on awareness, there was a clear need to increase consumer engagement amongst local Arabs in the GCC. Our Objective: Increase consumer engagement to empower the consumers and position the brand as the facilitator for self expression