Brand | CENTRAL TRADE & AUTO CO. |
Product/Service | AUTOMOTIVE |
Entrant | J. WALTER THOMPSON JORDAN Amman, JORDAN |
Category | Use of Brand or Product Integration into a Programme or Platform |
Idea Creation
|
J. WALTER THOMPSON JORDAN Amman, JORDAN
|
Media Placement
|
MINDSHARE MENA Amman, JORDAN
|
PR
|
J. WALTER THOMPSON JORDAN Amman, JORDAN
|
Production
|
KIWI MEDIA SOLUTIONS Amman, JORDAN
|
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.
Because of the tremendous amount of TV series during Ramadan, people pre-select the shows they’re going to watch earlier, schedule it back to back leaving a small and expensive room for commercials, therefore an alternative was needed to communicate in such a demanding period.
Insights, Strategy and the Idea
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.
Credits
Nicolas Geahchan |
J. Walter Thompson |
Executive Creative Director |
Basel Jumaa |
J. Walter Thompson Jordan |
Creative Director |
Talal Qarrain |
J. Walter Thompson Jordan |
CEO |
Rula AlKhadra |
J. Walter Thompson Jordan |
Managing Director |
Dalia Alborno |
J. Walter Thompson Jordan |
Senior Account Manager |
Khaled Abu Yassin |
J. Walter Thompson Jordan |
Account Executive |
Wael Qaddour |
J. Walter Thompson Jordan |
Senior Copywriter |
Rafiq Nasereddin |
J. Walter Thompson Jordan |
Senior Copywriter |
Basmah Qasim |
J. Walter Thompson Jordan |
Media Relations Manager |
Rawan Khuffash |
J. Walter Thompson Jordan |
Public Relations Executive |
Links
Supporting Webpage