Brand | CENTRAL TRADE & AUTO CO. |
Product/Service | AUTOMOTIVE |
Entrant | J. WALTER THOMPSON JORDAN Amman, JORDAN |
Category | Durable Consumer Goods, including Cars |
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.
Describe the success of the promotion with both client and consumer including some quantifiable results
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.
Explain why the method of promotion was most relevant to the product or service
Ramadan… the month of fasting has become the most anticipated season for two things: series and promotions especially car offers. Leaving a small and expensive room for commercials.
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
Basel Jumaa |
J. Walter Thompson Jordan |
Creative Director |
Nicolas Geahchan |
J. Walter Thompson |
Executive 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