Currently the views stand at 2.163 million and counting. Through initiatives such as this we have managed to increase daily reach against our core audience from 0% when the channel launched to 10.3% (IPSOS Dec '13) in 12 months.
Creative Execution
“Now and from Everywhere”- Sky News Arabia promised and most certainly delivered through cinema. The idea was to beam a live news feed directly in-theatre to the cinema audience.
The Sky News presenter would then be able to converse with members of the audience.
This never-before seen stunt was captured on video and uploaded on YouTube, generated so much buzz that it featured on the Middle-East homepage of YouTube from the day it launched.
Insights, Strategy and the Idea
Based on the insight that cinema is a popular passtime in the UAE, especially during the hot summer months, we teamed up with Sky News Arabia to deliver an unforgettable, unique experience in a cinema full of relevant target audience members.
This experience and our media approach created viral content & enabled our target audience to share and thereby making Sky News Arabia front of mind.