2020/2021 Winners & Shortlists

Why is this work relevant for Media?

Media, in its traditional form, is usually seen as a channel on which a message is placed. But media can also be an opportunity to rethink a channel and use it as the message in itself. Theaters are spaces known to convey messages and narratives, be it for entertainment purposes or cultural activities. We turned a theatre setting into a media, an idea and an experience.

Background

Every year, the big social players round up the best things that happened on their platforms and create a beautiful creative execution which we all know as “A Year in Review”. There’s nothing novel there, but that doesn’t mean that when Twitter wanted to end 2019 on a high, we needed to stick to the expected recap. Our brief focused on 2 things: 1. Get media planners on board to recommend Twitter to their clients as a key channel for best reach and engagement in MENA 2. Demonstrate our competitive edge which is reflected in the fact that Twitter’s user base is the most active in comparison to other platforms. And since no tweet exists without a person, we wanted to make 2019 all about the people behind every tweet, retweet, like and comment.

Describe the creative idea / insights (30% of vote)

Most of the time, people see Twitter as the place where stories are discussed. But in truth, Twitter isn’t just for storytelling, it’s for story making. So, to bring that benefit to life, we decided to demonstrate the creation of these stories in the most authentic and tangible form: theater. Introducing Twitter Playhouse. We made Twitter a digital stage where live performances unfolded. We recounted the most meaningful stories from Twitter in 2019 and got actors to perform them in the real world. Staging every tweet through script writing, performances of actors, stage management, set design and props, costumes, lighting design and sound.

Describe the strategy (20% of vote)

The power of Twitter has always been in its strong user base. They are engaged, active, and extremely expressive. Because their role on the platform is not that of a spectator. It is that of a key contributor, and in real time. We’ve seen how one tweet can make a difference in the world. How one tweet, can uplift or change a narrative. How one tweet, can complete a story. Which makes Twitter’s user base one of the most powerful across other social channels. Because what happens on Twitter, happens in the real world. But when your target audience are media planners who think more in numbers and figures, talking about the human influence wasn’t easy. And so, to bring to life our hero proposition, we decided to familiarize our audience with the people behind the impressions, views, and click through rates.

Describe the execution (20% of vote)

We worked closely with Twitter’s data team, collecting stories that trended, that were connected, and that had an impact from the online world onto the offline world. As a result, we identified the most interesting stories that started on Twitter. Once the stories were selected, we retraced the source of these retweets, one after another, till we were able to narrate the complete story. We then took over a two-story theater, turning these Twitter stories into theatrical and engaging plays. Making data the protagonist of a show you don’t want to miss, and proving that what happens on Twitter, doesn’t stay on Twitter.

List the results (30% of vote)

Results.Over 180 brands reached. Top C-level and Senior media agencies professionals. Brand Marketers from direct clients. Media Partners. Journalists from tier one publications from UAE, KSA and Egypt. 9 interviews were staffed at the event. +100 pieces of coverage was generated in broadcast, print and online media, around the event and year in review data. Very positive feedback from attendees. Increase in the bookings for 1Q 2020, YoY.