2016 Winners & Shortlists

The Campaign

The professional networking site LinkedIn, which is available in 24 languages, was launching its Arabic language site, making it the first right-to-left, bi-directional website in its history. Held in parallel to the official launch of the website’s new MENA headquarters in Dubai, the Agency created an industry and media event that appealed to specialist and business media across the region, under the theme, ‘Sky’s the Limit’. The Agency oversaw the development of a thought leadership programme, third party endorsement, event management and full content development in English and Arabic. It also secured the attendance of HE Noura Al Kaabi, CEO of the Media Zone Authority – Abu Dhabi. The official launch of LinkedIn Arabic was an instant success, both in the media and with end users. While its launch in Arabic generated interest globally, the involvement of local Arab personalities and proponents of the Arabic language appealed to the Arabic speaking community. The prominent media coverage, coupled with an introductory video and infographics in Arabic and the involvement of strong media personalities, saw the number of LinkedIn users in the MENA region increase by one million to over 15 million in less than three months.

The Brief

To create a media event that would raise the awareness of the launch of LinkedIn Arabic across the Arabic speaking community in the Middle East and North Africa and promote end users to join LinkedIn Arabic.

Execution

The Agency oversaw the complete execution and development of the media launch event on February 17th, 2015. Working in close coordination with the client and their events agency on event production, the Agency also secured the participation of the third party endorsers and took complete ownership of all of the content creation in English and Arabic, including executive briefing documents, speeches, press releases, and tips for individuals and organisations to make the most of their LinkedIn profile. The Agency also managed the Arabic content for a video that LinkedIn produced specifically for the launch event, and handled the media during and after the event. The launch event was followed with timely press releases and written thought leadership features with key LinkedIn executives.

The launch of LinkedIn Arabic was picked up across the Arab world and beyond, thanks to the extensive media coverage generated from the press conference. The launch was covered in some of the region’s biggest news outlets, including broadcast networks, Al Arabiya and Al Jazeera. The story was also covered by Associated Press and disseminated across North America, Europe, South Africa and Australia. Most importantly, the number of LinkedIn members from the Middle East and North Africa increased by one million to over 15 million in less than three months.

The Strategy

The Agency developed and executed a strategy which centered on promoting LinkedIn Arabic through third party endorsements. Exclusive quotes with leading regional business leaders and proponents of the Arabic language, together with the attendance of several during the press conference and video content generated specifically for LinkedIn Arabic users, not only provided a strong story angle for media but also resonated with the professional Arabic speaking community. Each of the third party endorsers were chosen for their appeal to markets outside the UAE and included; • HE Noura Al Kaabi, CEO of the Media Zone Authority – Abu Dhabi • HE Adel M. Fakieh, Minister of Labour, Saudi Arabia • Amjad Shaker, GM, Corporate Communications, STC, Saudi Arabia • John Harker, Chief Marketing and HR Officer, Al Futtaim Group, UAE • Yousef Tuqan, Chief Innovation Officer, Leo Burnett/Publicis Group MENA