2012 Winners & Shortlists

Results and Effectiveness

For a never-done-before launch campaign in the region,the results surpassed our objectives: -Generated 5.6Million impressions,2.5 times more than the target -Over USD 10Million worth of Media & PR Value till date -Generated 248,845 views -Classified page received 200,000 impressions,of which 92,142 were unique-viewers -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 MBC Action as a film from 17–19 Feb2012. Moreover,all cars were sold out till April 2012;the waiting list is still growing.

Creative Execution

With MBC, the region’s leading broadcast company, we created a 5-episode online film series, Classified. To relate to our audience, we used their language ‘Arabish’ (Arabic+English) and also got a young, acclaimed Arab director, Ali F. Mostafa, who was already talking to them after his box-office film, ‘City of Life’. 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, we used digital media, including MBC’s website and social media channels, to create hype and buzz; got the cast and director to tweet and interact with our audience. After reveal, we sent e-mails to Land Rover database; spread behind-the-scenes viral content through Land Rover’s social media channels and website.

Insights, Strategy and the Idea

In this region, Range Rover vehicles are mostly driven by a more mature target audience, mainly 40+ Arab males. For the first time ever, they were launching a ‘baby Range Rover’, the Range Rover Evoque for the younger generation, mainly the young, affluent Arab male from 21 to 35 years, who are very aspirational, stylish and image-conscious. This was a completely new set of target audience for the brand. Our task was to launch this vehicle to them. But the challenge was to get the attention of this audience Range Rover had never spoken to. So instead of using traditional mediums for the launch, our strategy was to start the buzz much before, and excite and entertain our target audience where they spend most of their time – Online.