2017 Winners & Shortlists

SAVE THE HUSBAND

BrandMRUSTA
Product/ServiceONLINE SERVICES
EntrantRAPP MIDDLE EAST Dubai, UNITED ARAB EMIRATES
CategoryFinancial & Business Products & Services, Commercial Public Services
Idea Creation RAPP MIDDLE EAST Dubai, UNITED ARAB EMIRATES

The Campaign

Building on our strategic insight, we created a cheeky spoof charity campaign, ‘Save the Husband’. The idea was for women to save their husbands from themselves by finding an expert on mrUsta.com instead. We kicked off the campaign with a witty launch video introducing ‘Save the Husband’, using an Arab expat VO to get cut-through in a marketplace dominated by UK English VOs. Then, using witty copy and distinctive graphics, we showed women the terrible disasters that could befall their husbands if left to do simple jobs around the house. The posts performed particularly well, due to their vibrant look and feel. Finally, we concluded the campaign with a live-action comedy video, showing a support group for women whose husbands were harming themselves by attempting basic DIY.

Creative Execution

We used targeted, sponsored social posts on 2 primary channels: Facebook and Instagram, supported by Google AdWords buys. This decision was based on our own qualitative research and user data supplied by mrUsta on their social channels. The media spend was geographically focused on Dubai, as this was where the target audience was concentrated.

Results

1.) 190% increase in new customers 2.) 150% increase in visitors to the website as compared to the previous three months 3.) 3000 app downloads 4.) 320% increase in job postings 5.) 110,000 video views on Facebook alone during the campaign period

This is a social media campaign designed to provoke clicks for an online service

Following qualitative research and analysis of mrUsta’s own data, we quickly identified the target audience as female married householders, primarily from a Western and Arab expat background. Talking to them, we discovered the insight that drove our idea: that they felt that their husbands had lost their practical skills and that the woman was usually left to pick up the pieces! This led to our call-to-action: “save your husband from myself, find an expert with mrUsta instead.” We found that these women were primarily active on Facebook and Instagram, so we decided upon a branded content approach focused on these channels, boosted by precisely targeted sponsored posts and online media.

Credits

Name Company Role
Tristan Fitzgerald RAPP Middle East Executive Creative Director
Brubex Castelino RAPP Middle East Art Director
Mo Abulhuda RAPP Middle East Digital Art Director
Marwan Remman RAPP Middle East Group Account Director
Links
Social Media URL