2019 Winners & Shortlists

FEARLESS

Brand20TH CENTURY FOX AND MAJID AL FUTTAIM DISTRIBUTION
Product/ServiceDEADPOOL 2
EntrantLIVINGROOM COMMUNICATION Dubai, UNITED ARAB EMIRATES
CategoryCelebrity Endorsement
Idea Creation LIVINGROOM COMMUNICATION Dubai, UNITED ARAB EMIRATES
Media Placement LIVINGROOM COMMUNICATION Dubai, UNITED ARAB EMIRATES
Production LIVINGROOM COMMUNICATION Dubai, UNITED ARAB EMIRATES

Why is this work relevant for PR Lynx?

Your definition : Its creative work which successfully builds trust and cultivates relationships with credible third-parties, utilising mainly earned-media tactics or channels to influence public dialogue and ultimately change perceptions and behaviours in ways that protect and enhance the reputation with its target audiences. We couldn't say it better ourselves.

Background

Deadpool 2 is an R-rated movie. The challenge was to launch the movie, being true to its spirit, its naughtiness and thus keeping credibility with loyal fans without offending any local sensibilities. This is after all the Middle-East and we didn't want to end up in jail.

Describe the creative idea.

Deadpool was coming to Dubai. What would he do to brag attention. To announce his arrival. To make a splash.

Describe the strategy.

The strategy was simple. Do something that was worthy of Deadpool that would create some noise. Get everyone talking. Hype it like it deserved to be hyped. Do something good enough that Ryan Reynolds would share with his 22 million followers. Do something with a suit, the only element of the film we had.We didn't have access to the star or any footage at the time. We had nothing. Not even much money. Target audience was superhero movie fans but especially existing fans of Deadpool. Get them excited enough to see the movie at the cinema rather than wait for it on iTunes. We took the go big or go home route.

Describe the execution.

Ignoring the advice of TLC we went chasing waterfalls. The divers at Dubai Mall fountains are a piece of iconic art. The mall gets a million visitors a week. We turned one of the divers into Deadpool. Surprising visitors, attracting new visitors, and through social garnering global fame.

List the results.

PR coverage was extensive- covered by every local and regional outlet. Every local media plus numerous bloggers. Ryan Reynolds shared it with his 22 million followers gathering more than a million likes in 24hours. The most liked Dubai related tweet of all time. PR coverage was extensive- covered by every local and regional outlet. Every local media plus numerous bloggers. Ryan Reynolds shared it with his 22 million followers gathering more than a million likes in 24hours. The most liked Dubai related tweet of all time. Deadpool 2 extended its run in cinemas in UAE. After a sold out first week, there was a very small drop in second weeks sales. 1.2million likes. The most liked Dubai related post ever. 36.2 million social media reach 373 related posts. 100%positive sentiment. 576K reach in the UAE from publications. 787% ROI on media. Knocked Avengers from No 1. Spot Source: Meltwater

Credits

Name Company Role
livingroom livingroom creative
seyoan vela livingroom executive creative director
namal siddiqui livingrpom account manager
seyoan vela livingroom executive creative director
Links
Social Media URL