Brand | XPRESS MONEY |
Product/Service | FINANCIAL |
Entrant | XPRESS MONEY Dubai, UNITED ARAB EMIRATES |
Category | Sports Entertainment |
Idea Creation
|
QUILL COMMUNICATIONS Dubai, UNITED ARAB EMIRATES
|
Production
|
XPRESS MONEY Dubai, UNITED ARAB EMIRATES
|
The Campaign
UEFA Euro Cup is one of the most awaited football tournaments, especially amongst Arab fans.
In 2016, the UEFA Euro Cup coincided with the month of Ramadan, which set the perfect scenario for the brand to reach out and engage with the Arab audience through fun, relevant and engaging content.
The creative idea:
A web series on football to engage our audience during Ramadan.
Creative Execution
Implementation:
Studio Xpress was an Arabic football analysis web series packaged just like a broadcast quality sports news TV program.
The Studio Xpress logo was designed to create association with UEFA Euro 2016, whilst incorporating our brand colors as well.
The launch of Studio Xpress was announced on ‘Selfie Sport’,
a weekly online program hosted by Mohammad Awaad on his social channels, with an average viewership of 55,000 fans. This helped generate buzz for Studio Xpress amongst the Arab audience, well before the first episode was aired.
Timeline: June 10 to July 10, 2016
Placement:
Studio Xpress episodes were all aired on Mohammad Awaad’s Facebook & YouTube properties, which included his expert analysis and discussions on the players, coaches and teams of the EURO Cup 2016.
To encourage live conversations, we generated hashtags in Arabic and English.
Campaign Reach on Facebook: 5,813,536
Total number of Views: 1,345,799
Unique Views: 1,204,178
Minutes viewed: 1,139,591
Likes on the videos: 37548
Average engagement rate of 44.7%
Twitter:
Impressions:50,000
Mentions: 600
Tweets:50
YouTube:
Views: 111,142
Likes: 3,892
Videos: 31
Impact:
We launched the Xpress Money Arabia Facebook page along with this initiative, which reached 40,000 fans within 3 weeks!
Visibility
Unique views across social media channels 1,315,320
Behavioral impact
7 point increase in brand awareness
1 out of 3 participants surveyed were likely to consider using our brand
In addition to the set campaign objectives of increasing brand visibility and awareness amongst Arabs, the initiative also generated additional business for the brand
9% increase in transactions from UAE to top 5 Arab corridors; Jordan, Egypt,Lebanon, Morocco & Tunisia
70% ROI on campaign spends
It is very uncommon for a money transfer brand to associate itself with a sport. Association in the form of sponsorships is the most a brand like ours would go & link itself with. Typically we see a footwear, clothing, accessories or beverage brand associating with sports.
We took the unconventional route and created a football analysis web series around UEFA Euro Cup 2016, a global property followed by millions across the globe. We replicated a football studio in a television broadcast style to stay true and as close to the content we were showcasing.
Since we wanted to get the attention of the Arabs in a short span of time, we decided to take the influencer route.
We partnered with Mohammad Awaad, a sports enthusiast, commentator and Editor-in-Chief of Sport 360 who had a Facebook subscriber base of over 600,000 at the time of our signing up, to capitalize on the football fever. With a Facebook page in Arabic and a steady growth of nearly 75000 fans per month, Awaad was the right tool for us to reach the perfect audience.
The intent was to utilize Awaad’s Facebook, Twitter & YouTube properties to create awareness about our brand, without advertising spends or overtly promoting our brand.
Credits
Lester Neil Jumarang |
Xpress Money |
Senior Designer / Audio Visual Production Lead |
Maan Dalghan |
Quill Communications |
Director of Communications and Operations |
Links
Social Media URL