2013 Winners & Shortlists

BREAK-FREE PRINT CAMPAIGN

Silver
BrandFOX INTERNATIONAL CHANNELS
Product/ServiceMOVIE CHANNEL
EntrantLEO BURNETT DUBAI, UNITED ARAB EMIRATES
CategoryUSE OF MAGAZINES/NEWSPAPERS
Entrant Company LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Advertising Agency LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Media Agency STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES

Results and Effectiveness

The campaign was viewed by over 2.4M readers and got over 1M visitors searching for 'break-free' movies listings on the website. During the campaign, fans on the Fox Movies Facebook page reached 300,000. The overall viewership of the channel saw an increase of 10.2%. The positive response made Fox Movies add 30 more movies to the 'break-free' time-slot.

Creative Execution

To demonstrate the benefit of 'break-free' movies we printed movie scenes on a double page spread in magazines. We then tore fake promotional ads and attached it in between the movie scenes. These promotional ads were published in magazines that were widely read by movie lovers - magazines that covered topics such as celebrity gossip, movie reviews, movie listings and fashion tips. The torn ads created curiosity amongst the readers, which helped us demonstrate our message easily.

Insights, Strategy and the Idea

Nobody likes to be interrupted during movies. So, Fox Movies created a time-slot to air movies without commercials. We were asked to create awareness of these 'break-free' movies.

Credits

Name Company Role
Bechara Mouzannar Leo Burnett Chief Creative Officer
Peter Bidenko Leo Burnett Regional Executive Creative Director
Mohamed Oudaha Leo Burnett Creative Director
Jaison Ben Leo Burnett Copywriter
Mohammad Aram Leo Burnett Art Director
Ammar Safi Leo Burnett Graphic Designer
Gabriel Noronha Leo Burnett Traffic Manager
Lara El Barkouki Leo Burnett Communication Manager
Nadia Bedaywi Leo Burnett Junior Communication Manager
Nicolas Roux Leo Burnett Dubai Regional Communication Director