Brand | DU (EMIRATES INTEGRATED TELECOMMUNICATIONS COMPANY) |
Product/Service | TELECOMMUNICATION |
Entrant | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
Category | Corporate Communication & Reputation Management |
Idea Creation
|
LEO BURNETT DUBAI, UNITED ARAB EMIRATES
|
Media Placement
|
STARCOM Dubai, UNITED ARAB EMIRATES
|
PR
|
MSL GROUP Dubai, UNITED ARAB EMIRATES
|
Production
|
STINK London, UNITED KINGDOM
|
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.
Execution
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 personalizes and other 32 influencers activists lend their voices to #postwisely
44% of Surveyed people changed behaviour.
The Situation
The subject matter was not about a brand but about a very real social problem. The production of the films and the mobile strategy triggered a PR drive that made it the 4th largest trending topic in the UAE.
The Strategy
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.
Credits
Bechara Mouzannar |
Leo Burnett |
Chief Creative Officer |
André Nassar |
Leo Burnett Dubai |
Regional Executive Creative Director |
Rafael Augusto / John Smeddle |
Leo Burnett Dubai |
Creative Director |
André Nassar / Rafael Augusto |
Leo Burnett Dubai |
Art Director |
John Smeddle / Shadi Khermasho |
Leo Burnett Dubai |
Copywriter |
Haytham Dayeh |
Leo Burnett Dubai |
Communication Servicing Director |
Amir M. Zeitouni |
Leo Burnett Dubai |
Senior Account Manager |
Mahmoud Jaber |
Leo Burnett Dubai |
Account Executive: |
Amir M. Zeitouni |
Leo Burnett Dubai |
Planner |
Shereen Mostafa |
Leo Burnett Dubai |
Head of Production |
Zeina Daoud / Elham Abi Rached |
Leo Burnett Dubai |
Producers |
Dan Newton |
Leo Burnett Dubai |
Post Producers |
Tom Green |
Stink UK |
Director |
Stink UK |
Stink UK |
Production House |
Debbie Ninnis |
Stink UK |
Producer |
David Smith |
Stink UK |
Gaffer |
Ninteen Twenty London & Lizard Cairo |
Ninteen Twenty London & Lizard Cairo |
Post Production house |
Factory |
Factory |
Sound |
Humaida Alkhalsan |
du (Emirates Integrated Telecommunications Company) |
Director Corporate Communications Projects & Sustainability Commercial |
Hala Badri |
du (Emirates Integrated Telecommunications Company) |
Executive VP Brand and Communications |
Starcom |
Starcom |
Media Agency |
MSL Group |
MSL Group |
PR Agency |
Jamal Saad |
MSL Group |
Senior account executive |
Ameed Al Ameed |
SML Group |
Comms Manager |
Nela Lukic |
SML Group |
Content Strategist |
Thabet Aljro |
SML Group |
Arabic Editor |
Gregory Henderson |
SML Group |
Group account director |
Links
Supporting Webpage