|Product/Service||ALFA TELECOM AWARENESS CAMPAIGN|
|Entrant||DDB DUBAI, UNITED ARAB EMIRATES|
|Category||Use of Ambient Media: Large Scale|
DDB DUBAI, UNITED ARAB EMIRATES
BIG KAHUNA FILMS Dubai, UNITED ARAB EMIRATES
Why is this work relevant for Media?
In light of all the recent social media missteps that have made the news, we wanted to raise awareness of the importance of using social media responsibly. And we wanted to do so in a way that would get people talking both online and offline. Alfa being Lebanon's number one Telecom provider felt it was best positioned to talk about this problem and address it in an impactful and meaningful manner.
Over the last couple of years, there have been innumerable incidents of people losing their jobs, being arrested and even committing suicide because of what they or others shared on their social media channels. The task was to address the importance of sharing and posting things responsibly on social media with the objective of raising awareness, kickstarting a discussion and letting people know that some things are just best kept private.
Describe the creative idea/insights
We created a series of interactive billboards that appeared on buildings all across Beirut. At night they came to life. Private moments became public for all to see. It made people realise how things that are private shouldn't be shared for the whole world to see. The idea was bold, provocative but very impactful.
Describe the strategy.
Our target audience was a younger demographic by and large. A generation that had grown up in the age of the Internet and who were digitally native. We needed to appeal to them in a way that was relevant, impactful and disruptive. The interactive outdoors appeared in the relatively trendy neighbourhoods of Beirut where there was a high footfall of young people. At night the billboards came to life, a time when our target audience was out on the town socializing.
Describe the execution.
We installed a series of interactive billboards that appeared on buildings all over Beirut for over a week. At night they came to life in a very disturbing way. The video of the activation lit up social media. From high profile influencers to the average Joe, everyone joined in the discussion. The exposure and reach of this idea were tremendous. And it really got a discussion underway about the importance of sharing and posting things responsibly on social media. The campaign was supported and amplified on social media for two weeks in October 2018.
List the results.
The video of the activation lit up social media and statistics were very good.
Over 1.5 Million Earned Media Impressions
An Engagement Rate of 7.3%
Responsible Sharing Inquiries Rose 23%
200K Page Views.
$100K In Free Media
||Executive Creative Director
||Group Creative Director
||Associate Creative Director