2017 Winners & Shortlists

#POSTWISELY

BrandDU
Product/ServiceCORPORATE
EntrantSTARCOM Dubai, UNITED ARAB EMIRATES
CategoryFinancial & Business Products & Services, Commercial Public Services
Idea Creation STARCOM Dubai, UNITED ARAB EMIRATES
Media Placement STARCOM Dubai, UNITED ARAB EMIRATES

The Campaign

The purpose of the PSA campaign was to primarily raise awareness around people’s behavior patterns on social media. We wanted people to be more aware of just how much information they share. Hence, spreading the message of posting wisely and being weary of oversharing personal information. The behavior patterns could range from tagging locations in their social posts to publically sharing personal photos of themselves and/or loved ones as well as accepting friend requests from strangers. The campaign idea was therefore centered around educating and protecting the public around social causes that du’s core business is related to as a telco provider.

Creative Execution

Platforms : Social, Digital, TV and Cinema The targeting from an online perspective differed across each of the 3 themes. Thereby staying contextually relevant : Burglary: Targeted people on travel OTA’s/travel enthusiasts Kidnap: Targeting young parents with Kids aged 0 - 7 yrs Murder: Demographic targeting – young adults and parents of young adults Additionally, we had testimonial videos from powerful industry leaders such as Hala Badri (Forbes 26th most powerful woman in UAE), Shereen Mitwalli (Digital Influencer) etc to add credibility by endorsing our message. We were one of the first few brands to pioneer snapchat’s new geo-filter option in the region. We executed snapchat geo-filters with tailor made messaging using the hashtag #PostWisely. We also geo-fenced popular attractions to make sure the filters were contextually relevant by matching the attraction where they were served, thereby, encouraging people to share the message.

Total Landing Page Traffic over 2 months – 223K YouTube Views – 4.6 M Ad Tracker Diagnostics The campaign surpassed benchmarks across relevance, differentiation, believability and stirring emotions YouTube Brand Lift Study 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 Video CPV of $0.03 (BM at $0.04) , Overall Video Completion Rate – 2x the average benchmark YouTube CPV of $0.03 (BM at $0.04) , View Rate – 1.5x the average benchmark Facebook View Rate – 18%, Engagement Rate – 2.2x the average benchmark Instagram View Rate – 23%, Engagement Rate – 1.3 x the average benchmark Twitter View Rate – 23%, Engagement Rate – 6.8 x the average benchmark LinkedIn Impressions ER – 0.82% Snapchat Views – 63K, Uses – 913

The du “: Post Wisely” campaign demonstrates a thorough media strategy and a first of a kind execution in the region by promoting a public service announcement around online behavior. The campaign was heavily led by digital and social platforms leveraging the power of engaging and eye opening content . The media channels chosen, along with smart targeting capabilities, amplified the content of the commercials. Thereby surpassing all IPSOS ad tracker benchmarks across relevance, differentiation, believability and stirring emotions.

Insights, Strategy and the Idea

We decided to approach this issue by developing a unique communications strategy as we wanted the tone of the message to be contextually relevant, informative, stirring yet eye opening. In order to do this , we leveraged the power of storytelling in the form of videos. We worked to create 5 commercials based on 3 core themes : Burglary, Murder and Kidnap. These commercials are inspired by true stories that have occurred in the UAE or internationally. The campaign idea was to heavily promote these videos targeting people in a contextually relevant manner across key channels led by social media.

Credits

Name Company Role
Amir M. Zeitouni Leo Burnett Planner
Haytham Dayeh Leo Burnett Communication Servicing Director
Mahmoud Jaber Leo Burnett Account Executive
Bechara Mouzannar Leo Burnett Chief Creative Officer
Andre Nassar Leo Burnett Executive Creative Director
Rafael Augusto Leo Burnett du Creative Director
John Smeddle Leo Burnett Head of Copy
Shadi Khermasho Leo Burnett Copy Writer
Roger Possatto Leo Burnett Digital Creative Director
Rami Boraie Leo Burnett Copywriter
Mohannad Awameh Leo Burnett Art Director
Bruno Bomediano Leo Burnett Head of Art
Amir M. Zeitouni Leo Burnett Senior Account Manager
Links
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