Brand | AXIOM TELECOM |
Product/Service | MOBILE DEVICES RETAILER |
Entrant | TBWA\RAAD UAE Dubai, UNITED ARAB EMIRATES |
Category | USE OF BROADCAST: TV, CINEMA, RADIO |
Entrant Company
|
TBWA\RAAD UAE Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
|
TBWA\RAAD UAE Dubai, UNITED ARAB EMIRATES
|
Media Agency
|
OMD Dubai, UNITED ARAB EMIRATES
|
Results and Effectiveness
Each time the commercial ran, the same thing happened. People mistook it for an animated remake of Titanic. Then without fail, laughter followed when Rose stumbles overboard. For us, the happy ending was when people immediately reached for their mobile phones and turned them off. Our only measure of success was that no mobile phones interrupted the movie for others.
Creative Execution
In order to make our message most effective, we needed the commercial to run at the right time. So our media buy was the last commercial before the movie began. After all the other spots as the audience impatiently awaits the main show, it was the perfect moment to play our message.
To appeal to a larger audience, we chose the iconic scene from Titanic, one of the biggest grossing films of all time. We used animation to arouse curiosity and increase appeal across audiences. Once Rose stumbles overboard our message appears, reminding moviegoers to switch off their mobile phones.
By recasting mobile phones as something that ruins movies, we made the message more relevant to moviegoers.
Insights, Strategy and the Idea
Moviegoers in the UAE love their mobile phones and they love their movies. But some of them love both at the same time. It’s not unusual for people to be talking on their mobiles during a movie. Warning signs to shut off mobile phones all around the theater are apparently not enough.
As a mobile phone retailer, we took up the opportunity to reframe the warning and make it entertaining for viewers who had come there for entertainment.
The idea was to show what would happen to a famous movie scene when interrupted by the ring of a mobile phone.
Credits
Martin Lever |
TBWA\RAAD |
Executive Creative Director |
Malek Atassi |
TBWA\RAAD |
Senior Creative Director |
Daniel Djarmati |
TBWA\RAAD |
Associate Creative Director/Art Director |
Bassam Doss |
TBWA\RAAD |
Associate Creative Director/Arabic Copywriter |
Tuan Le |
TBWA\RAAD |
Copywriter |
Hesham Ezzat |
TBWA\RAAD |
Senior Art Director |
Rouba Asmar |
TBWA\RAAD |
Producer |
Natalia Abboud |
TBWA\RAAD |
Brand Leader |
Roland Zahra |
TBWA\RAAD |
Account Director |
Monisha Mirchandani |
TBWA\RAAD |
Senior Account Manager |