2012 Winners & Shortlists

The Brief

Digital natives in the Middle East find very little Arabic content that they can relate to. Anayou is a new digital entertainment platform dedicated to filling the gap. It’s a space where young Arabs can connect around topics like sports, games, celebrity gossip, and all-around fun. We needed to spread the word about anayou – and connect with our web savvy audience of Arabic speakers in a relevant, personal way.

Describe how the promotion developed from concept to implementation

FunMakina (‘Fun Machine’ in Arabic) is an entertaining mash-up creator that lets you spread your star power by creating a personalized trailer based on your digital life. The fun and friendly microsite pulls information from your Facebook page – everything from your friends and relationship status to your interests and location. With colorful, localized pop culture references and photos from your backyard, FunMakina mixes your photos, ‘co-star’ friends and city up into a hilarious mashup – and transforms you into a star.

Describe the success of the promotion with both client and consumer including some quantifiable results

A series of playful FunMakina web banners and edms drove people to the FunMakina microsite, inviting people to funk up their Arabia. To create their FunMakina video mashup, they just needed to connect via Facebook Connect and agree to take part in the anayou community. This simple step boosted both the anayou database and the community members. And once their personalized FunMakina video was complete, it was easy to share across different social networks.

Explain why the method of promotion was most relevant to the product or service

To date, 800,000 visitors have experienced FunMakina. Over 39,000 have registered on anayou through Funmakina and created personalized experiences that they shared across their social networks, spending an average of 3 minutes on the microsite. And we showed people across the region and beyond that anayou was a fun place to hang out, consume great content, connect and share.