2019 Winners & Shortlists

ANA JAWWY

BrandINTIGRAL
Product/ServiceJAWWY TV
EntrantONLINE LIFESTYLE NETWORK Dubai , UNITED ARAB EMIRATES
CategoryUse of Talent
Idea Creation ONLINE LIFESTYLE NETWORK Dubai, UNITED ARAB EMIRATES
Production ONLINE LIFESTYLE NETWORK Dubai, UNITED ARAB EMIRATES

Why is this work relevant for Entertainment?

Jawwy TV launched their new branding, and in doing so wanted to create buzz in the market about what they had to offer. Jawwy TV piloted a strategy that would deliver on brand purpose through creating a series of videos that communicated what the brand had to offer. Different movie and TV show genres for everyone. They created specialized content that was catered to the consumer by speaking their language. This was done through carefully selecting a range of 7 different micro and macro influencers to convey their message.

Background.

While consumers knew the application, they did not truly understand everything the app had to offer. Jawwy TV was not understood as a one stop destination for all your viewing needs, with over 7,000 movies and TV shows, and different genres for movie buffs and lovers. As Jawwy TV believed in the power of human connection, and the best way to get into peoples minds were through other people, the best way to communicate to their target was through influencers whom the target listens to. The objective was to create a series of videos with a range of different influencers who’s personalities differed from one another to get their message across.

Describe the creative idea.

Rather than utilize one Influencer as the face of the new Jawwy TV campaign, we set out to find 7 different Influencers with different backgrounds to convey our message. We created the campaign Ana Jawwy (translated to I am Jawwy), whereby each influencer was given a genre, and they immersed themselves into the world of that genre. To make sure that all the videos were synonymous and reflected one another, the main idea was to tell consumers, are you confused what to watch? What is your genre? No matter what you like we have it for you. The videos showed each of the influencers being immersed into the world of their selected genre. The videos lived on their Instagram pages, along with the brands Instagram page as well. To entice users to download the app, they were given the chance to enter a draw to win 1 million SAR.

Describe the strategy

Building on our knowledge that our target audience loves to watch their content on the go, we created short 1 minute videos that would live on the Influencers Instagram pages. We teamed up with each of the Influencers to relay our message, by immersing themselves into a movie genre that fit their personality and their followers. We touched on comedy, action, adventure, drama and TV shows, to show the range. We created awareness through using both micro and macro influencers that speak the audiences language by resonating with them. By creating specialized and catered content for the consumer through messaging that speaks their language and gauges their interests. Our aim was to build a campaign that would speak to the viewers through connecting with them on humoristic level as well as a level that resonates with them based on their common interests of movies.

Describe the execution

In the span of 6 weeks, we created the campaign concept, sought out and selected the Influencers, filmed, edited and launched the campaign. A total of 7 videos were filmed over 7 days, and edited in 2 weeks to be ready for the launch.\ To engage the Client we created an on-set editing suite in the studio, whereby as we shot we were editing the videos. We created a set from scratch, a living room that was used throughout each video, and the theme and props changed based on genre and video. We selected different well-known themes from movies and TV shows that were reflected in each video.

Describe the outcome

An astounding volume of social engagement and interaction, demonstrating fans for each influencer. Altogether on their social media pages, the influencers got a reach of over half a million organic views. The engagement was fantastic with over 55,000 likes and 1,400 comments. Over 120,000 reach on the swipe up stories created.

Credits

Name Company Role
Dalia Wehbe Online Lifestyle Network Branded Content Manager
Rodolophe Jaber Online Lifestyle Network Chief Executive Officer
Gilbert Bouzeid Online Lifestyle Network Director/DOP
Aneesh Janardanan Nair Sumangala Online Lifestyle Network Editor