2017 Winners & Shortlists

The Campaign

The overarching creative idea is 'Dine without the drama' We all know booking a table is a massive hassle and can get very frustrating when your call goes unanswered or you're cut off when speaking to a machine. The other annoyance is when you arrive to a restaurant without a table booking and our quickly turned away. Arguments happen, lover's tiff start and general drama happens. The easiness and effectiveness of the new eat app cuts out all this drama and let's you enjoy yourself.

Creative Execution

Two unbranded videos we're created of a fight in a restaurant - one CCTV footage and the other iPhone footage made to look like it was caught by a customer. This was done to make it look genuine and not like an ad. These 2 unbranded videos got shared by 2 social blogs - LovinDubai and MadaboutDubai. Then the public started to share and debate whether it was real or fake, which made it go organically viral with a total of 1,3million views across the different sources. The branded ads were then revealed when we had this traction.

LovinDubai Facebook Unbranded CCTV Video - 5.1K reactions / 1.3k comments / 2138 shares / 547,461K Views Branded CCTV Video - 1.5K reactions / 125 comments / 345 shares / 334,287 Views MadOverDubai Unbranded iPhone - 2K reactions / 230 comments / 1568 shares / 263,613 Views Branded CCTV Video - 136 reactions / 8 comments / 68 shares / 26,832 views Eat Branded CCTV Video - 1.3K reactions / 110 comments / 567 shares / 244,565 Views TOTAL Views - 1,416,758 Reactions - 10,036 Shares - 4686 Comments - 1823 All of this for a media push of only $850

This campaign was made in a way to go viral. We didn't have much media spend so we devised it in a way to get picked up and shared by blogs and sites. Two unbranded videos we're created of a restaurant fight - one CCTV footage and the other iPhone footage made to look like it was caught by a customer. This was done to make it look genuine and not like an ad. These 2 unbranded videos got shared by 2 social blogs. Then the public started to share and it went organically viral. Then we revealed our ad

The overall budget was very small so our strategy was to create a campaign that utilises the power of social media in a way to get free media and free PR. To do this we needed to make our ads go viral. We created it in a way to get shared by blogs and sites first and once it went viral we would release the branded ad.