2017 Winners & Shortlists

The Campaign

Post Wisely: It’s your life, until you share it. The second you share something you lose control over it and it is now public knowledge. From there on, the person can use that information against you. From valuable purchases, to your loved ones, everything can be an arsenal to the right criminal.

Creative Execution

The content was created to have the look and feel that looks like a movie, it feels like a trailer. It doesn’t feel like a conventional PSA campaign or even an ad. It was done this way to make sure people consume the content the same way they would a movie or a TV show. The film reveals someone thinking out loud. They are talking to themselves, or at least so it seems. It’s a one-sided conversation with all answers and responses growing in intensity. It is only once we are close enough we reveal that they are scrolling through someone’s social media feed.

Total website Traffic over 2 months – 223K Ad Tracker Diagnostics The campaign surpassed benchmarks across relevance, differentiation, believability and stirring emotions YouTube Brand Lift Study Youtube Views – 4.6 M 19.7% lift in Ad Recall (Best in Class) 7.9% lift in Brand Awareness (Best in Class) 52.2% lift in Brand Interest Overall Performance Overall Video Completion Rate – 2x the average benchmark YouTube View Rate – 1.5x the average benchmark Facebook Engagement Rate – 2.2x the average benchmark Instagram Engagement Rate – 1.3 x the average benchmark Twitter Engagement Rate – 6.8 x the average benchmark Snapchat Views – 63K, Uses – 913, Conversion rate – 1.4% ( One of the 1st few brands to launch Snapchat in the region) 59.7 Million Impression 14.4 Million devices reached 2.5 Million AED earned PR value (Estimated 51% of UAE’s Population reached) Government personalities and 32 influencers activists lend their voices to #postwisely 44% of Surveyed people changed their behaviour.

Not only were was the relevant target reached through the right traditional and social media channels, they were reached at the precise moment and place when and where oversharing is common practice.

We never truly know who we are talking to online. We needed to make sure that people are also seeing our content where and when they are most likely to overshare. By strategic targeting and social listening, we made sure our films and content are constantly visible.