2015 Winners & Shortlists

Results and Effectiveness

The campaign ran for only eight days and we achieved all of our objectives: - The Oscars telecast ratings increased by 5% vs. the previous year - Dubai One channel reach increased 8% compared to the year before - Dubai One’s Twitter account attracted 11,000 new followers - The campaign generated nearly 22,000 Twitter mentions of @DubaiOneTV by more than 10,000 users - During the live broadcast, the hashtag #Dubai1Oscars started trending organically, leading to over 61.6 million impressions - The campaign reached a peak engagement rate of more than 27% on Promoted Tweets

Creative Execution

The week prior to the broadcast, we sent targeted Tweets to followers of each of the nominees. Tweets were designed to elicit a fan response - ‘Who will win Best Supporting Actress, Julia Roberts, Jennifer Lawrence, or Lupita Nyong’o?’, ‘Who will win Best Actor? Christian Bale, Matthew McConaughey, or Leonardo DiCaprio?”. Tune in Sunday to find out and follow the conversation live on #Dubai1Oscars. We sent more tweets to followers of pop culture and celebrity gossip. Throughout the live telecast, we kept the Twitter conversation going with live tweets about what was happening on screen in real time – “Pizza delivery at the Oscars? First time EVER!”, “Congratulations Cate Blanchett! Best Actress’, ‘Epic celebrity selfie, Ellen!’ The more we got people talking about Dubai One Oscars, the more people started tuning in offline, switching on their TVs for ‘fear of missing out’ on some of the greatest moments on live television.

Insights, Strategy and the Idea

Dubai One had exclusive rights to broadcast the 2014 Academy Awards – a badge of honor that would put it on the map as one of the region’s premiere entertainment specialists. Despite the prestige of the Oscars, drawing live viewership wouldn’t be so easy. The time difference between Hollywood and Dubai meant we’d have to get viewers to tune-in at 2am – ON A WEEKDAY! Not to mention, stay awake during the 3-4 hour telecast. Our strategy was based on the insight ‘FOMO’ (Fear of Missing Out). We wanted our audience to believe that by not watching the Oscars live, they would miss out on the most relevant and social night of the year. We used Twitter to ensure their FOMO symptoms kicked in. We needed get the conversation rolling with the right people, at the right time, and the right content before and during the live telecast using the hashtag #Dubai1Oscars.