2016 Winners & Shortlists

Creative Execution

When looking at the media consumption of our audience, we realized that a lot of Arab-Americans created content such as parodies that was liked amongst our target audience. So instead of creating a regular Ad, we drew inspiration from Arab-American pop culture comedians on social media such as “fouseyTUBE” to create original content. We contacted a local musician, briefed him on our purpose and got him to create a song and a music-clip based on the tension between generations. The music-clip was an overnight success generating 4.3 M views and was quickly highjacked by online-users in different markets.

Our campaign reached 13 million people globally. Everyone rushed to DISH’s website resulting in a 75% and 44% increase in Arabic landing page (LP) visitors and daily LP visits respectively. Social media platforms outperformed with a 72% and 461% fan increase on Facebook and YouTube. The video clip gathered 56k likes, 14k comments and 64k shares. Real business results were as impressive with a 200% lift in average daily calls from Dish’s Arabic website and a 74% lift in daily searches for branded items. We exceeded client expectations with a 16% lift from projections on launch day for Arabic calls.

DISH is an American based company in the U.S.A that provides satellite TV and carries over 50 of the most demanded Arabic channels. The brief was to rebuild affinity with its Arabic client base and consequently increase subscriptions. Our main audience are first generation Arab-Americans who most of them are parents. They are integrated in the US yet still strongly hold on to their Arab identities, however they struggle to connect with their offspring over their heritage. Through the cultural entry point of Arabic language, we wrote an original ‘I SAY ARABI’ song and shot a hip-hop online music video that depicts an Arabic rap battle between a father and his son. The clip online launch was an overnight success generating 4.3 M views and became part of ‘fouseyTUBE’ (a popular online Arab-American community) culture. The clip reflected the dual-identities of our audience making it relevant to different age groups.