2017 Winners & Shortlists

The Campaign

Men and women love to chat about their favourite sporting happenings in the office – it’s a brilliant way to pass a dull moment. And let’s face it, every office has them. Our creative idea was to join in these conversations already happening to then challenge and inspire people to take them outside – to submit a team to be a part of one of our Duplays’ leagues. Therein: the campaign was born: #TakeItOutside We ran a series of competition posts where our team re-enacted typical, intense, sporting debates and discussions and asked our community across each social channel if they could correctly guess which sport was being discussed to win a spot in one of our various leagues. To create content that would resonate with office workers, everything was shot in our very own office. Judging by the response from our communities, the idea was a hit

The Brief

Overall Budget: $ 13,500 (USD) Media Spend: $ 8,000 (USD) Cost Per Piece: $ 270 (USD)

Creative Execution

The objective of the campaign was to generate mass-awareness and encourage as many sign ups as possible from December 13 to January 12 for the Quarter 1 sporting leagues. To communicate our #TakeItOutside campaign to these audiences we proposed a solid layer of promoted posts, link and lead ads. The intention was to draw friends and new fans/followers to Duplays’ Facebook, Instagram and Twitter accounts whilst, in tandem, promoting the campaign and driving traffic to Duplays’ website to increase league sign-ups across Dubai.

Describe the success of the promotion with both client and consumer including some quantifiable results

Huge levels of awareness and engagement was generated as a result of the campaign drive which resulted in virility, as fans commented and tweeted across social channels in their masses. More than: - 4.3 million Impressions across Facebook, Twitter & Instagram - 47,000 engagements across Facebook, Twitter & Instagram - 52,000 clicks referring people to Duplays’ website.

Explain why the method of promotion was most relevant to the product or service

The purpose of the campaign was to inspire people to take up a new activity or interest whilst also getting fit at the same time. We wanted people in the work environment, to not just ‘talk’ sport, but to ‘live’ sport as well. So in that respect, we are motivating people to change, or, add value to their existing life through a community-based activity whether basketball, netball, cricket or any other sport. It was about taking Duplays back to its roots. To grow its community bigger by influencing one person at a time.

After reviewing social insights on Duplays and its competitors, it was evident that Duplays had an opportunity to lead its competitors if it was to run a creative campaign boosted with advertisement across social channels. Our target audience was broken down into three segments: sports enthusiasts, potentially active people between 23 – 45 of both genders in Dubai and a custom audience, based on Duplays’ mailer database.