2020/2021 Winners & Shortlists

Background

Tajawal is a fresh take on travel for the Middle East. It caters to the diverse needs of travellers from the UAE and beyond by offering competitively-priced flights on over 450 airlines, more than 1.5 million hotels all around the world, complete holiday package solutions for top destination and state-of-the-art mobile application for an effortless booking experience. But in a competitive market with established players screaming offers and discounted prices, Tajawal needed to build its brand by breaking through the clutter and present a different point of view on traveling.

Describe the strategy

The idea came from a very pertinent question - why do we travel in the first place? This led to us to deep dive and understand the mindset that pushes us all to travel, especially in a competitive work environment like Dubai where work life balance is difficult to achieve. We zeroed in on a set of people that everybody can easily identify with - the workaholics who have trouble leaving their job behind, stuck in their modern day cages - their cubicles, and wanting to ‘break out’. To dramatise this point, we chose an interesting visual representation of the modern day office slave - a Mandrill, an animal with the perfect blend of familiarity, wilderness and humour.

Describe the execution

The film follows a Mandrill, a metaphor for a regular guy living in Dubai, in his life over a period of time seen at work, home, out with friends, out on dates, bowling, doing things people do but with the exception that he is burnt out and deflated. Shot in a particular style so that his surroundings act as a cage, we follow his story as he fakes a smile all along, even singing occasionally when all he really wants to do is cry and get out. Media Channels used: • YouTube: • Video campaigns and Bumper ads: Targeted towards our TG through custom content • Facebook: • Video campaign: Targeted towards our TG through custom content Instagram: • Video campaigns: 10second ads that lead to watch the full video (instream). • Snapchat: • Video campaigns: 10second ads that lead to watch the full video (instream).

List the results

The campaign is to be launched on 28th Feb 2020.