Brand | DUBAI FILM & TV COMMISSION |
Product/Service | VIDXB |
Entrant | HUG Dubai , UNITED ARAB EMIRATES |
Category | Use of Print or Outdoor |
Idea Creation
|
HUG Dubai, UNITED ARAB EMIRATES
|
Media Placement
|
HUG Dubai, UNITED ARAB EMIRATES
|
The Campaign
Research showed that our demographic spent an incredible 8 hours a day glued to their phone, and that the MENA region was 2nd in the world in terms of total time spent watching Youtube videos.
We knew that our message was up against thousands of others they consume daily. Cut-through was key.
So we created The Flippin' Video. A different way to watch videos.
We took already famous videos and turned them into something physical. Poster flip-books made people think about VIDXB differently and walk away knowing that VIDXB was different to any other video event.
We flipped video on its head.
Creative Execution
Our aim was to alter people's perception of VIDXB. Knowing that first impressions last, 3 specially designed flip-book posters were strategically placed at the entrance of VIDXB so that they were the first thing consumers would see upon arrival.
Our posters were intentionally made to be physically interactive so as to cut through and have standout in what was a very digital world.
The posters ran over the course of the 2 day event and were refreshed each day with new content videos so as to continue to surprise the consumers.
Describe the success of the promotion with both client and consumer including some quantifiable results
With the help of our consumer facing posters, #VIDXB was the number 1 trending hashtag in the UAE. This was a week where Sole DXB, Dubai International Film Festival and Elton John were in town.
Many people engaged with our posters and were intrigued with the idea of watching Youtube videos via flip-books. It even got young people off their phones, if only for them to eventually capture it and post to social media.
Explain why the method of promotion was most relevant to the product or service
We turned what was a traditional poster space into a consumer engaging video player. Consumer participation was key; in order for people to watch a video from our poster they had to flick through a flip-book. This flipped the way our demographic consumed videos and thus was an innovative way to change the people's perception of VIDXB.
Our target audience were teens and young adults. They live in a very digital world, constantly surrounded by social media they're either watching or creating.
To engage them we needed to disrupt them.
Our plan was to disrupt them by flipping the way they consumed information. We decided to target them by taking our message offline.
By taking the very traditional poster and reinventing it, we could create standout in what is a very digital world.
We decided to change their perception of video by turning a video player into a physical interaction.
Credits
Simon Reid |
Hug |
Executive Creative Director |
Karim Yusuf |
Hug |
Creative Director |
Michael Widgery |
Hug |
Creative Group Head |
Alia El Shabrawy |
Hug |
Senior Copywriter |
Liam Ketley |
Hug |
Copywriter |
Moataz Safar |
Hug |
Art Director |
Andrew Dous |
Hug |
Animator |
Faraz Qaiser |
Hug |
DOP/Editor |
Dalia Shendy |
Hug |
Senior Account Executive |
Sasha Gogosh |
Hug |
Producer |
Rana Osman |
DFTC |
Marketing Director |
Omar Butti |
DFTC |
Executive Director of Innovation Programs |