2016 Winners & Shortlists

SAVE STEVE'S JOB

Short List
BrandINSYDO
Product/ServiceWEBSITE & APP
EntrantOMD Dubai, UNITED ARAB EMIRATES
Media Agency OMD Dubai, UNITED ARAB EMIRATES
Entrant Company OMD Dubai, UNITED ARAB EMIRATES
Media Agency 2 OMD Dubai, UNITED ARAB EMIRATES

Brief Explanation

Our target audience is mass: both genders, expats and aged between 25 – 40. They are digitally savvy, spend approx. 1.6 hours on social media per day, and search on Google at least 14 times a week - 80% of them via mobile. As a generation of Digital Natives, they‘ve become numb to the marketing messages that saturate daily lives. For this reason, our approach was to: • Create curiosity: stir engagement and intrigue about insydo. • Sell the truth: Steve represents the real start-up pressure, which helped humanise the marketing and hook people in to our brand story. • Steve was relatable to the demographic of our target audience. Our key objectives were: • To get people searching on insydo. • To introduce the editorial tone of voice and breadth of content on insydo. • To engage the businesses we feature on insydo - our future clients.

The Campaign

• We‘re a digital start-up and needed to launch our brand ‘insydo‘ in a highly competitive industry; we had one shot to put insydo on the map. • We took a high-risk approach and built the campaign around our Marketing Manager, Steve. • We publically set him a one-month challenge to campaign and get 100,000 people searching on insydo to save his job. • The campaign - ‘Save Steve‘s Job‘- played on the cheeky connection to Apple. • From billboards and digital banners to radio partnerships and a daily social media calendar, our DIY approach to this campaign injected authenticity into our marketing content and optimized our budget. • The campaign created a huge buzz around the city, and we had over 250,000 people searching on insydo - the core feature of our product.

Creative Execution

• 10th Jan: launched an interactive mobile-friendly microsite savestevesjob.com that shared the story and gave users 3 options to either help Steve, watch him sweat or screw Steve. • 12th Jan: released pre-launch campaign posts on Facebook to build hype. • 15th Jan: billboards and digital banners popped up across the city and on websites overnight; they were strategically placed for relevance to our target audience. • 17th Jan: journalists attended an undercover launch event, which presented them with a series of clues revealing businesses selected by, and featured on, insydo. • 18th Jan: Partnered with Channel 4 radio who stirred curiosity through mentions and studio interviews. • Developed (and adapted on the fly!) a social media calendar, which delivered daily campaign updates, engagement posts and stories, subtly educating users about insydo. • Engaged key influencers to campaign to support Steve over social media.

‘Save Steve‘s Job‘ campaign is still ongoing, but here are our results 2 weeks in: • Over 250,000 searches on insydo. • Digital Display Banners: CTR of 0.13% exceeding industry benchmark of 0.02% - 0.10%. • Conversion from microsite to insydo was 62%. • User engagement on insydo increased by 1000%. • Bounce rate on insydo has dropped from 60.1% to 39.9%. • Over 56,000 interactions on social. • 72% of the target audience engaged. • 150% increase in business applications. • Overwhelming user comments e.g. “Finally…some creative work worth shouting about in a very vanilla marketing environment…”

Credits

Name Company Role
Tanaz Dizadji insydo CEO/Founder
Steven Worobec insydo Marketing Manager
Siobhain Spear insydo Editor in Chief
Walid Aktouf insydo UX/UI Designer
Nadim Samara Omd Mena MD of OMD/UAE/LG
Waseem Afzal Omd Mena Executive Director - Integrated Solutions