|IMPACT BBDO Dubai, UNITED ARAB EMIRATES
|Excellence in Audience Engagement or Distribution Strategy for Branded Content
IMPACT BBDO Dubai, UNITED ARAB EMIRATES
IMPACT PROXIMITY Dubai, UNITED ARAB EMIRATES
Why is this work relevant for Entertainment?
Audience engagement was at an all-time high for us with this campaign. We took the idea of a selfie and gave it a highly entertaining and unexpected twist, transforming the selfie into a battle between the Right and Left side - very much in keeping with the brand's personality.
Twix has ran a brand platform that teases the public about the “difference” between Left and Right for a number of years. It’s often brought to life on TV and in digital video content, using creative executions personifying Left and Right as two people. For the first time ever, we invited the public to join the story and put themselves at the heart of the brand’s Left and Right debate.
Describe the creative idea
The creative idea is to ask the public to “pick a side” in the ongoing left and right debate by submitting a selfie online. The selfie was then mirrored - creating two new photos - one made out of two lefts and one made out of two rights. The user could then “pick a side” by sharing their preferred photo across social media.
The result was an unexpected bizarre creation which seemed familiar and yet not. Essentially creating an advertisement for our “Two Lefts” or “Two Rights” Twix packs.
Describe the strategy
Strategically we identified personalisation as a key way to overcome the failure to understand the Twix brand platform - a common barrier faced in our region. We then decided that tapping in on an existing social practice used by our target audience would help in the translation of the key message. By inviting people to become part of our campaign and asking them to literally “Pick A Side”, we were able to deliver our brands communication in a engaging and salient way.
Describe the execution
To execute the idea we launched a series of print, outdoor, and digital advertisements that illustrated what happens when you apply the Twix duality to someone’s face. A call to action asked people to “Pick A Side”, the brands tag line and to generate their own version of the ad on our microsite. On the custom built site, users could take or upload a selfie and then share the results across social media further driving awareness.
Describe the outcome
• We registered an increase of 38% in brand love vs the period prior to the campaign.
• A whopping 83% positive sentiment was noted for this fun campaign.
• 15% increase of brand buzz vs the period prior to the campaign.
|Chief Executive Officer
|Chief Creative Officer
|Associate Creative Director
|Associate Creative Director
|Strategic Planning Director
|Emma Jane Randall
|Regional Account Director
|Senior Account Manager