Brand | DU |
Product/Service | TELECOMMUNICATIONS |
Entrant | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
Category | Consumer Services |
Entrant Company
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LEO BURNETT DUBAI, UNITED ARAB EMIRATES
|
Advertising Agency
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LEO BURNETT DUBAI, UNITED ARAB EMIRATES
|
Media Agency
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STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES
|
Production Company
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BIG KAHUNA FILMS Dubai, UNITED ARAB EMIRATES
|
Brief Explanation
The UAE does not have an established pop music industry. All the music played on the radio come from other countries (except for traditional Arabic music). Even the Filipino radio stations import music from the Philippines.
What’s more, local-based musicians cannot simply submit their music for airplay. All stations have a strict policy of playing only music that comes from approved labels and distributors.
But with its “Tropa For Life” campaign, du managed to place a UAE-produced hip hop track into the mainstream, due to immense demand from the Filipino community.
The song began as the soundtrack for a commercial, eventually becoming a full-length track with a music video. It now has various remixes and is constantly requested on the radio. But best of all, considering the target audience, it is now a karaoke hit in the UAE.
Creative Execution
The film was launched on facebook and youtube, and aired on The Filipino Channel, the most popular Filipino satellite channel. Social media demand led to the soundtrack being released on soundcloud.com as a free download, along with a music video.
Soon, the song was also being remixed by popular artists in Dubai, becoming a regular club request. The soundcloud page hosted these remixes for people to download.
A special media idea was also employed, with the knowledge that at the UAE’s numerous retail outlets, malls and restaurants, the sound system is controlled by the predominantly Filipino staff. Through a direct-mail incentive, Filipino employees ensured that the song was regularly played in their outlets.
Results
There are approximately 800,000 Filipinos in the UAE. Within 3 days of launching, the online film generated 417,000 views, 4,600 likes and over 1,700 shares on facebook alone.
The daily target for product acquisition was 1,000. During the entire first month of the campaign, daily acquisition was over 2,000 (200% the intended target).
Credits
Bechara Mouzannar |
Leo Burnett Dubai |
Chief Creative Officer |
Andre Nassar |
Leo Burnett Dubai |
Executive Creative Director |
Rafael Augusto |
Leo Burnett Dubai |
Creative Director |
Michael Fillon |
Leo Burnett Dubai |
Creative Director |
Vusumuzi Khoza |
Leo Burnett Dubai |
Copywriter |
Ritabrata Saha |
Leo Burnett Dubai |
Copywriter |
Bruno Bomediano |
Leo Burnett Dubai |
Head of Art |
Shinil Damodar |
Leo Burnett Dubai |
Art Director |
Nabil Mufarrij |
Leo Burnett Dubai |
Regional Account Director |
Saad Yusuf |
Leo Burnett Dubai |
Group Account Director |
Amir Zeitouni |
Leo Burnett Dubai |
Account Manager |
Mahmoud Jaber |
Leo Burnett Dubai |
Account Executive |
Shereen Mostafa |
Leo Burnett Dubai |
Head of TV Production |
Nathalie El Boustany |
Leo Burnett Dubai |
TV Producer |
Saad Yusuf/Amir Zeitouni |
Leo Burnett Dubai |
Planner |
Samer Majzoub |
Starcom |
Media Director |
Fallon Valentine |
Starcom |
Media Executive |
Layal Hassi |
Starcom |
Senior Media Executive |