2016 Winners & Shortlists

Brief Explanation

Objectives for bayt.com 1. Build brand awareness 2. Build an emotional connection to its costumers 3. As an arab brand, bayt.com wants to support and empower the youth of this region and offer them the tools to change their lives for the better.

The Campaign

Bayt.com wanted to introduce an inspirational message-an honest campaign about working hard, following your dreams and making our region a better place.They also wanted to change the mind-set and glorify work- creating this cultural shift requires buy-in from champions that are credible as they are the voice of their generation. To introduce this positive and credible message, we decided to give the youth a platform to be heard through a series of collaborative videos with inspirational artists who will champion this effort. We worked alongside 2 music bands - Sons of Yusuf (Kuwait) and Tarab 3al 7atab (Jordan) to each produce an original song for this project. The campaign tagline is -What's Your Story? We asked the artists to write about their own personal journey about their music/passion/careers. The campaign is based on the stories of these artists and a series of other young people in the region.

Creative Execution

1. Online videos -Bayt.com's channel and on YouTube a. A full video (2.30 sec) of an English song titled Still by Sons of Yusuf -Kuwaiti Hip Hop band. b. A full video (3:30 sec) of an Arabic song Batwanees Beek by Tarab 3al 7atab -Jordanian band. 2. Social Media a. 5 sec, 15 and 20 sec versions of both videos for use on various social media platforms-Facebook, Instagram, Snapchat b. Bayt held a tweet up for the release Batwanees Beek video. Invited over 65 social media influencers. Had 8 speakers sharing their own stories as well as the band's c. Trending hashtag #whatsyourstory 4. Print Ads printed in magazines and newspapers, like Connector, Amwal, Saneou Al Hadath, Communicate, Arabies, Gulf Marketing Review, Marie Claire, Fitness First, Qatar Today, Qatar Al Yawm, CPI Big Project, Construction Machinery, CPI Middle East Consultant, Truck & Fleet, The Arab Hospital, Business Insight etc. 5. PR Coverage for the campaign which included Entrepreneur, Communicate, CNN, Kuwait Times, and many others.

4+ million video impressions across all channels 1.3+ million video views across all channels Two trending hashtags for tweet-up In the UAE in specific: - 21% uplift in visits over the three weeks of the campaign - 31% increase in registrations over the three weeks of the campaign - 194% increase in online revenue in the first week - 65% increase in online sales in the first week