Brand | JAGUAR LAND ROVER MENAP |
Product/Service | MYLAND |
Entrant | MEC MENA Dubai, UNITED ARAB EMIRATES |
Media Agency 2
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MEC MENA Dubai, UNITED ARAB EMIRATES
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Entrant Company
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MEC MENA Dubai, UNITED ARAB EMIRATES
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Media Agency
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MEC MENA Dubai, UNITED ARAB EMIRATES
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Brief Explanation
INSIGHT: People in the region are connected to their land. Land has historically been a reason to fight, a symbol of wealth and status. It is also the source of inspiration and pride.
PROPOSITION: MYLAND is My Inspiration.
Since Land Rover brand was disconnected from its target audience the key idea was to reconnect with Arab males. Land Rover MENA created its first locally relevant TVC as part of its MYLAND creative communications platform.
The Campaign
The Land Rover brand prides itself on its rich global heritage, often used literally as a “tool” in building of nations. This stands true for the MENA region. However, over time Land Rover (as distinct from Range Rover) has become a brand considered as ‘not for me’ by the local Arab population and instead dismissed as a car for western expatriates.
To become more locally relevant and strengthen the Land Rover Masterbrand, Land Rover launched a creative communications platform (MYLAND – Ardhi) in Arabic which celebrates the impact the Arab culture has had on today’s modern society and to become more relevant.
As part of this ongoing communications platform Land Rover created its FIRST localised TVC.
Due to global guidelines TV was prohibited. Biggest challenge: create highest reach possible using all channels except TV.
Youtube: Total overall views: 18,181,390
Facebook: Total overall views: 15,370,367
Twitter: Total overall views: 1,600,076/ engagement: 1,686,374
Creative Execution
In the absence of television, all other channels needed to tell the MYLAND story and were highly targeted towards Gulf Arab males. Digital, Cinema, Outdoor, Digital Outdoor and Print.
The channels needed to integrate to ultimately lead the audience to the specially created engagement hub “MYLAND”, where they could engage further with the content. This rebuilt the emotional connection with Arab Nationals.
Our strategy was to dominate YouTube and Shahid. In-stream ads on YouTube were complimented with mastheads. We used non-skippable pre and mid-rolls on Shahid. Programmatic video extended the reach on other video platforms like Vimeo and Daily Motion.
Golden Spot on Cinema and Strategic Digital OOH as well as large OOH sites and unipoles were used to maximize reach. On static print media, we used Shazam in premium environments to connect the audience with the content.
Rich media across Pan-Arab and local websites drove traffic to MYLAND Hub.
Youtube: Total overall views: 18,181,390
Facebook: Total overall views: 15,370,367
Twitter: Total overall views: 1,600,076/ engagement: 1,686,374
MYLAND propelled a turnaround in Land Rover's relationship with local Arabs. People interacted with Land Rover 9-10 times than that of its next closest competitor. There were 55,000 mentions of #MYLAND on Instagram.
Land Rover MENA currently has 60,000 more Instagram followers than core competitive set combined (Mercedes, Audi, BMW).
Over 340,000 sessions recorded on the MYLAND Hub.
Land Rover MENA claimed 69% of overall YouTube views and 61% of Facebook views within core competitive set (Mercedes, Audi, BMW) between October 2014-October 2015.
The real proof came when we heard from the local dealers that they were seeing more locals at their locations interested in Land Rovers.
For the first time in decades, Land Rover has truly embraced and celebrated its links with the Middle East and in turn people have embraced the compelling content Land Rover has created.
Credits
Hannah Naji |
Jaguar Land Rover MENAP |
Marketing Director |
Mazen Kayssar |
Jaguar Land Rover MENAP |
Marketing Manager |
Mohammed Jaradat |
Jaguar Land Rover MENAP |
Digital Marketing Manager |
Dorian Zalewski |
MEC MENA |
Senior Account Manager |
Fahad Mughal |
MEC MENA |
Digital Account Manager |
Wafaa Abu Daqqa |
MEC MENA |
Senior Account Executive |