2015 Winners & Shortlists

Creative Execution

We chose real-life communication as the basis of our campaign, stimulating word-of-mouth promotion through our “top user” awards and cash prizes. The campaign was further strengthened through the synergy of push notifications sent to users, advertising via other social networks and App promotion systems such as TapJoy, AppBrain, AdZouk, MetaAps and LinkIt. We also used video promotion on YouTube and Vimeo, as well as banners in Al Jaras magazine and an app review article on IphoneIslam.com. Users could also invite friends to join via SMS, e-mail or their Facebook account.

The hybrid campaign method resulted in half a million app downloads. In one year we have gathered 153.000 members in our Facebook group. Users have posted 64 633 photographs, 3487 videos, personalized 1905 avatars, bought 8707 gifts and posted 15578 posts. Not only did the user response increase the number of users, but it also helped us achieve a high level of interaction with them. This interaction resulted in the apps improvement, perfecting the feature for sending gifts and the available choices for personalization. The interactive features of the map and making contact via the map are the direct result of user feedback which arose from the promotional campaign. We are proud of each new friendship that we have made possible.

Gluu.me is a social network created with the goal of making real world connections. Our promotional campaign primarily targeted the 400 million inhabitants of the MENA region and MENA expats the world over. In our marketing strategy we tried to differentiate Gluu.me from other apps by emphasizing that using Gluu.me is as simple as looking on a map in real-time, deciding who you like, initiating contact and meeting them. We conducted a hybrid campaign, in which we advertised online, through social networks and within other apps, retaining our objective of stimulating users to engage in word-of-mouth promotion. The campaigns were adapted to ensure that users would recognize them as an extension of hospitality and the nurturing of ties between family and friends, which is of special importance for the MENA region. Gluu.me was presented as a tool through which each communication could result in real contact and a new friendship.