2017 Winners & Shortlists

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.