2017 Winners & Shortlists

The Campaign

Ramadan… the month of fasting has become the most anticipated season for two things: series and car offers. Leaving a small and expensive room for commercials. And like every year, Toyota Jordan has its special Ramadan offers, but the challenge is: how to communicate it in a way that will stand out from all of this. Idea As a replacement for of a commercial to stand out, the idea was to blend in. Instead of a “spontaneous” product placement in a show, a series was “spontaneously” placed in a product’s commercial. Introducing “The series placement” Season1: Mini-series of 4 episodes, each one featuring the most cliché climax scene in the Arab TV Drama industry with a small twist.

Creative Execution

Mini-series of 4 episodes, each one featuring the most cliché climax scene in the Arab TV Drama industry with a small twist. Episodes were aired during the highest viewership segment on local TV channel Ro'ya TV, as well as online, social media and a dedicated microsite. The campaign was backed up by print, outdoor as well as branding the showroom as a film-set. Even the feedback generated was sponsoring our message.

People split between lovers, haters, critics and fans.The campaign became the talk of the town. Local media, blogs, influencers … all talked about it. • The series had one of the highest local content viewership with over 1Million views online. • 2.5 Million impressions. • As for the sales: Out of stock showroom.

Because of the tremendous amount of TV series during Ramadan, people pre-select the shows they’re going to watch earlier, schedule it back to back leaving a small and expensive room for commercials.

Before Ramadan, just like all other series, promo posters were used for people to plug in their schedule and the video content was aired on TV, online and social media.