2017 Winners & Shortlists

The Campaign

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.

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.