2018 Winners & Shortlists

LIVE FOR THE STORY

Client/BrandCANON MIDDLE EAST
Product/ServiceM6 MIRRORLESS CAMERA
EntrantSOCIALEYEZ Dubai, UNITED ARAB EMIRATES
Type of EntryIntegrated
Idea Creation SOCIALEYEZ Dubai, UNITED ARAB EMIRATES
Media Placement SOCIALEYEZ Dubai, UNITED ARAB EMIRATES
Production SOCIALEYEZ Dubai, UNITED ARAB EMIRATES

The Campaign

To start a story, from a unique local influencer who loves travel, talk to people and discover the world in her own way, what makes her unique is that she’s a covered Arab woman who is out there changing the perceptions of the world on the Arab Region. The concept is to create a video that tells her story, the feel of the video was very raw, moment-specific and candid, the locations shown in the video will reflect the sights and sounds of the UAE in its most profound sense.

Creative Execution

We kicked off the campaign by introducing Live for the Story to 12 different influencers at a Suhoor Event on 20th June at The Ritz Carlton – DIFC. We introduced Haifa as the hero of the campaign and how Canon is re-positioning the brand in the market. We partnered with Haifa to launch an Arabic and English version of the hero video announcing the competition to generate the highest number of user-generated content. This took place on July 9th. We then picked the winners after a month of the launch on August 9th. Once this was done the winners traveled with Haifa on October 1st until October 10th. We celebrated by posting images and videos throughout the entire trip that told the stories of all the travelers.

4.5 Million Video views. 10 Million Reach. 12 Million Impressions. 600 Thousand Interactions. 4,500 Entries.

Live For the Story by Canon the everyday moments that we see in every ordinary picture that has an extraordinary story behind it and only you can share it with the whole world to see. We launched this campaign on four different platforms, Twitter, Facebook, Instagram and YouTube to portray the story of ‘Fly with Haifa’ within the Middle East Region. A competition was launched to utilize #LiveForTheStory to generate UGC and give three people a chance to win a trip to Morocco, Jordan and Oman with Haifa Beseisso.

Suhoor Event: On the 20th of June, Canon Middle East introduced the localized Live For The Story campaign to 12 different influencers and gifted them with the M6 Mirrorless Camera. 3 Stops. 3 Stories competition: On the 9th of July, Canon Middle East launched the campaign on FB, Instagram, Twitter and YouTube in partnership with blogger “Fly With Haifa”. People were asked to share their everyday moments with us using #LiveForTheStory, #CanonME and by tagging @CanonME, for a chance to win a trip around the Middle East for 3 lucky winners. Influencer Program: In August and September, Canon hosted two photography workshops and invited influencers to join. With many projects and events to come, Canon built a partnership with the influencers and had them as a storytelling ambassador for the duration of the campaign. The Trip: October 1st - October 10th 3 winners traveled with Haifa t .

Credits

Name Company Position
Ambreen SOCIALEYEZ Creative Director
Links
Website URL