2017 Winners & Shortlists

THE INTERVIEW

BrandMASTERCARD
Product/ServiceATLANTIS PROMOTION
EntrantDIGITASLBi Dubai, UNITED ARAB EMIRATES
CategorySocial Video
Idea Creation DIGITASLBi Dubai, UNITED ARAB EMIRATES
Production LEAP COLLECTIVE Abu Dhabi, UNITED ARAB EMIRATES

The Campaign

Sure, summer in Dubai is hot. So what? This viral social post promoted Mastercard’s exclusive offers with Atlantis, The Palm, Dubai to families around MENA, highlighting the many summer adventures one could experience there, through a series of interviews with regular people at the park. The twist? The interviews were all done on waterslides. And when asked an interview question, all the respondents could do is scream! So how did we get all the info across that we needed to? Simple. The screams were translated into subtitles. The documentary style video has a DIY look, as if it was shot on a phone. This added to the comedy and created a very spontaneous, catchy and sharable feel.

Creative Execution

Rather than a highly polished piece of film, we set out to create something all together more approachable. And all the more fun for it! The film was shot in one day, and edited in a few. Overall, this project had a tight turnaround and a very small budget for production. We made the most of this and used the low production look to our advantage, making it a part of the idea. We placed the video on Mastercard's Facebook page, both for KSA and UAE. Within a week, the video went viral, reaching over 6 million views.

For such a low budget production, the film smashed all expectations, reaching over 6 million views with little media spend after just a week of being online. It also got more than 16 thousand shares! Mobile engagement was 75%, way above 41% industry average. Through desktop, again strong numbers, with engagement above 83% against an industry average of 39%. Our cost per view was $ 0.0038, 90% lower than the set KPI of $0.03. This is by far Mastercard's most engaging piece of content in the region to date, with organic views above 20% of total video views. It has become Mastercard's benchmark moving forward.

Saudis are known to visit Dubai during their summer vacations. And both Dubai and KSA residents are always looking for special deals in the city, since they know that there are great deals happening with hotels during this time of year. The video featured a family of 4, since we were speaking to families, knowing that this is the time period when family trips are at their peak. We knew this video had to live on Social, since this is where we could get the biggest reach within our target, while allowing us to connect with individual family members.

Credits

Name Company Role
Simon Attwater DigitasLBi Executive Creative Director
Shwan Nazar DigitasLBi Senior Art Director
Katrina Petrenko DigitasLBi Senior Copywriter
Gabriel Mafra DigitasLBi Senior Planner
Shafiq Adam DigitasLBi Service Delivery Manager
Alice Elmi Carat Media Media Director
Tamas Garam Carat Media Senior Media Planner
Mridul Mishra Carat Media Senior Media Planner
Barry Brand Leap Productions Manager
Ihab Mokayed Leap Productions Manager
Jay Williams Leap Productions Producer
Mike Golding Leap Productions Producer
Links
Social Media URL