2014 Winners & Shortlists

Results and Effectiveness

The outcome of the annual event was remarkable: The dedicated hashtag #MSadapt was the number-one trending topic all day in the UAE – no small achievement on the eve of the Expo 2020 announcement. The impressions reach was a whopping 721,798 – almost three-quarters of a million people with only a one-day event. Attendance soared – of the 250 attendees we expected, 380 arrived. And most importantly, 100% of the tweets and feedback were favorable, with absolutely no negative feedback about the innovative day we created for attendees.

Creative Execution

The theme of adaptation flowed throughout the entire event. Mindshare collected a wealth of data from their feedback, and quickly adapted each session according to the real-time interaction. The content of the event was carefully customized based on our attendees’ requirements and preferences, and non-traditional layout and seating provided an interactive experience. International celebrities flocked to the event to share incredible stories with the audience, simultaneously providing them with valuable insights and unforgettable anecdotes in a natural storytelling style rather than a traditional lecture.

Insights, Strategy and the Idea

Mindshare MENA wanted to unveil the adaptive marketing as an exciting new part of its digital products and services through its annual Mindshare media summit event. The primary objective of the event was to position Mindshare MENA as a powerful and adaptable leader in the industry and as a credible source of up-to-date, cutting-edge information. Instead of boring our audience with a traditional event with dull content, we aimed at creating a nontraditional event with content that was adapted to the attendees’ expectations "The Art Adaption". One of the greatest challenges was to shift away from the mindset of the traditional one-day event and shake things up with a new concept: connect the theme of adaptation through everything we do to show that Mindshare MENA is adaptable. We did this by creating a day that is a memorable journey for attendees full of surprises and consistent, constant, and stimulating content