2016 Winners & Shortlists

IN A DUBAI MINUTE

BrandDUBAI DEPARTMENT OF TOURISM AND COMMERCE MARKETING (DTCM)
Product/ServiceTOURISM
EntrantCLEARTAG Dubai, UNITED ARAB EMIRATES
CategoryNon-Fiction: Series or Film
Entrant Company CLEARTAG Dubai, UNITED ARAB EMIRATES
Contributing Company CLEARTAG Dubai, UNITED ARAB EMIRATES
Production Company THARWA Dubai, UNITED ARAB EMIRATES

The Campaign

In a context where The Department of Tourism and Commerce Marketing in Dubai (DTCM) was launching a consolidated digital platform “Visit Dubai” to feature and communicate all the tourism facets of Dubai, they approached us with a brief: "We want to direct people to our digital and social platforms by communicating Dubai’s buzzing, dynamic energy, and a destination for travel, business, shopping, and events. Our main target audience is Saudi Arabia." Having data that deduces that Youtube consumption in KSA along with video consumption is widely seen as the most effective communication tool, we built our strategy around the creation of webisodes available on social media channels that package information in a humorous and light way through key comedians in the region. The challenge was to create a web series with several different seasons, each spanning over a quarter, which could live on regardless of the talent chosen to deliver the series. Furthermore, the direct “push marketing” approach was avoided. Hence, preparing and executing scripts that touch upon Dubai related events in a comedic and relevant manner to the talent was extremely challenging yet very engaging. Each talent was vetted, assisted with scripts, and had to deliver in their own comedic tone of voice to their Saudi target audience. The celebrities that hosted the show so far are: Wonho Chung, Bader Saleh, and Balqees. Web series are about being nimble, quick, and live…meaning, filming, editing, post production and planning all overlapping with events that are being planned, many times, last minute. Our aim was to spend minimally to reach 1 million users, mostly from Saudi, however, we very quickly realized that we reached above 5 million views due to the natural virality and the interest in the celebrities hosting. Around 65% of the viewers were from Saudi Arabia.

With a Key Performance Indicator set at 1 million views and a budget minimal budget set on advertising, the overall outcome has been phenomenal. YouTube results: Balqees - In a Dubai Minute - Episode 14 - 5,006,980 views (1 month ago) Bader Saleh - In a Dubai Minute - Episode 13 - 4,907,550 views (1 month ago) Bader Saleh - In a Dubai Minute - Episode 12 - 3,854,111 views (1 month ago) Bader Saleh - In a Dubai Minute - Episode 11 - 896,898 views (4 months ago) Bader Saleh - In a Dubai Minute - Episode 10 - 1,126,550 views (5 months ago) Bader Saleh - In a Dubai Minute - Episode 9 - 1,173,216 views (6 months ago) Bader Saleh - In a Dubai Minute - Episode 8 - 1,132,770 views (6 months ago)

Credits

Name Company Role
Omar Abou Ezzeddine Cleartag Deputy General Manager
Wissam Malaeb Cleartag Chief technology officer
Nour Abou Alwan Cleartag Chief Creative Officer
Yamen Bassili Cleartag Client Partnerships Director
Nada Abboud Cleartag Creative Director
Nayla Sabbagh Cleartag Associate Creative Director
Nour Al Khoudary Cleartag Portfolio Owner
Elio Malkoun Cleartag 3D designer