CHANGING THE FACE OF THE UAE
Brand | AL FUTTAIM MOTORS |
Product/Service | TOYOTA |
Entrant | HUG Dubai , UNITED ARAB EMIRATES |
Category | Social Video |
Idea Creation
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HUG Dubai, UNITED ARAB EMIRATES
|
Production
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HUG Dubai, UNITED ARAB EMIRATES
|
The Campaign
While all other brands social content featured flags and cultural cliches, Toyota changed the way National Day looked and sounded.
We released a hypnotic song with bold colorful imagery daring people to show their love for the UAE in a way no one had ever done before.
Creative Execution
We needed to create a video with thumb stopping power, something every UAE resident could relate to and could not skip or scroll past.
Which is why our video started with a Toyota Land Cruiser, a car that has transcended its status as a mere car to become a UAE national symbol, flying over a pink desert.
Every frame was designed to showcase the UAE in a different way, while stay making it feel like home for UAE residents.
Backed by a mesmerizing tune with one simple lyric “If you love the UAE”, people felt challenged to prove their love, and that’s exactly what they did using our video.
This video helped keep Toyota top-of mind in a month where the dealership observed 67% increase in month-on-month sales.
* Most shared automotive video during UAE National Day weekend (Dec 1st - Dec 4th)
* Most successful Toyota UAE Facebook post in 2017
* Over 2 million people reached and 1 million views
During UAE National Day, social media is flooded with National Day content. Social media interactions also peak during National Day weekend as people and brands show their love. Unfortunately, brands prefer to play it safe with almost every piece of content looking identical. Our strategy was simple. Change the way UAE National Day looks like. Change the way it sounds like. And give the UAE residents something they actually want to share and celebrate online.
Credits
Simon Reid |
Hug |
Executive Creative Director |
Karim Yusuf |
Hug |
Creative Director |
Michael Widgery |
Hug |
Creative Group Head |
Akshay Shankar |
Hug |
Account Director |
Ryan Rozario |
Hug |
Business Director |
Savio Dias |
Hug |
Senior Animator |
Liam Ketley |
Hug |
Copywriter |
Sara El Amir |
Hug |
Illustrator |
Sasha Gogosh |
Hug |
Producer |
Ali Mustafa |
Ali Mustafa Production |
Music Producer |
Sajith Kadambat |
Al Futtaim Toyota |
Digital Marketing Manager |
Rashed Altaf |
Al Futtaim Toyota |
Social Media Manager |
Links
Video URL