Creative Execution
We created a mobile and social application whereby viewers could cartoonize themselves along with up to four other friends or family members. The app grabbed real faces from photos submitted by viewers and applied them to the cartoon bodies of the characters in Shaabiyat.
Users could manipulate the face photos to fit the characters bodies and choose their preferred background. Once this was complete, users activated the app to see the cartoonized images come to life and perform a traditional Emirati dance, the same that the characters do during the end credits of the show.
Users could then share the personalized videos with friends and family, perfectly fitting with the Ramadan spirit of giving and sharing special moments with loved ones.
Throughout the month of Ramadan, more than 10,000 downloads were recorded for the Shaabiyat app on both Android & IOS devices as well as Facebook app plays. The Android app achieved a 4.3/5 rating on Google Play.
Overall program ratings for Shaabiyat increased 26% vs. the previous year, and among young people aged 15-34, the ratings increased by 42%, making it the top rated show within the UAE during Ramadan.
Shaabiyat al Cartoon is a high-quality animated program DMI runs during Ramadan. For years it’s been a ratings generator for the network and crowd pleaser among all ages. Year-after-year, the program began losing viewers, especially youth who were fleeing to alternative programs and spending more time online.
Audiences view TV much differently than they used to, especially young people who expect a much more interactive experience. They use multiple screens while watching TV, using their smartphones or tablets to make comments, chat with friends, and interact with shows’ bespoke content.
Digital social conversation indicated that our audience enjoyed viewing Shaabiyat Al Cartoon. But to date, it’s been a one-way communication. We saw an opportunity to up our game, and get our audience to engage with the show while sharing it with their friends.
And what better way to do that than make the audience become stars of the cartoon itself!
Links
Mobile URL