Brand | KHALEEJ TIMES |
Product/Service | NEWSPAPER |
Entrant | TBWA\RAAD UAE Dubai, UNITED ARAB EMIRATES |
Category | DIRECT RESPONSE DIGITAL MEDIA |
Entrant Company
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TBWA\RAAD UAE Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
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TBWA\RAAD UAE Dubai, UNITED ARAB EMIRATES
|
The Brief
As one of the region’s oldest sources for news in the Middle East, Khaleej Times needed to stay relevant with their existing audience and attract a new generation of readers. Today, people often get their news on blogs, Twitter and Facebook feeds. Our strategy was to prove that depending on social media for news... isn't always foolproof.
Creative Execution
The Opinionated Banner reminds people that while social media CAN be a source of citizen journalism, it is more often than not a petri dish of clowning, fortune-cookie wisdom and dubious advice. It reminds people to trust Khaleej Times for the facts.
Describe the creative solution to the brief/objective.
First, we established social sites where young people spend their time. Next, we teamed up with four newspaper staffers to produce a banner that automatically creates headlines inspired by the opinions shared on social media everyday.
Users are invited to share an image, and the Opinionated Banner responds back in seconds – with an opinion you’d find on the blogosphere, Twittersphere and any other social sphere... but would NEVER read on the pages of Khaleej Times.
Results
The banner received extremely high engagement rates and a click-through rate of about 2.8%. It was also shared via groups and blogs. But most important, the banner with an opinion on everything made one message abundantly clear - that an EDUCATED opinion is based on FACT.
Credits
Major Steadman |
Tbwa\raad |
Head Of Digital |
Melanie Clancy |
Tbwa\raad |
Head Of Content |
Felipe Sona |
Tbwa\raad |
Art Director |
Sarabjeet Singh |
Tbwa\raad |
Sr. Flash Developer |
Ian Carvalho |
Tbwa\raad |
Account Director |
Felipe Galiano |
Tbwa\raad |
Art Director |
Rafael Guida |
Tbwa\raad |
Associate Creative Director |
Verity Mace |
Omd |
Director Planning |
Sarita Menon |
Khaleej Times |
Marketing Manager |
Saghir Ahmed Khan |
Khaleej Times |
Sr. Vice President Finance/Operations |
Ramzi Abboud |
Omd |
Executive/Investments |
Alain Eid |
TBWA\RAAD |
Project Manager |
Bushair Muhammadunni |
OmnicomMediaGroup MENA |
Manager - Group Digital Investments |