Brand | TWITTER |
Product/Service | TWITTER |
Entrant | GEOMETRY GLOBAL Dubai, UNITED ARAB EMIRATES |
Category | Media Relations |
Idea Creation
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GEOMETRY GLOBAL Dubai, UNITED ARAB EMIRATES
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Media Placement
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GEOMETRY GLOBAL Dubai, UNITED ARAB EMIRATES
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PR
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GEOMETRY GLOBAL Dubai, UNITED ARAB EMIRATES
|
Additional Company
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THE COURTYARD PLAYHOUSE Dubai, UNITED ARAB EMIRATES
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Why is this work relevant for PR?
Twitter is the platform where news spread.
And in many cases, where news begin.
From this perspective, it is key for Twitter to keep its position in the social media landscape as the platform where conversations, news and events are happening.
The importance of keeping this reputation amongst the media is a key driver of business growth that translates into the price of its stock.
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. Demonstrate our competitive edge which is reflected in the fact that Twitter’s user base is the most active in comparison to other platforms.
2. Get media planners on board to recommend Twitter to their clients as a key channel for best reach and engagement in MENA
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 (20% 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 The 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 PR strategy (30% of vote)
Insight:
Twitter is where things happen first. But when it comes to advertising, sometimes it's last in preference by media buyers and announcers.
Key Message:
Twitter’s campaigns are 30% more memorable than other platforms, thanks the unique engagement of its audiences.
Target Audience:
Journalists specialized in media, business and marketing communications.
General Media.
Media executives.
Creation and distribution of assets:
We opted for an immersive experiential idea to spearhead this effort, followed with hand outs and digital assets to help them understand the potential of Twitter.
Describe the PR 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)
Media Outputs:
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.
Target Audience Outcomes:
98% attendance vs invitations sent.
Over 180 brands reached.
Top C-level and Senior media agencies professionals.
Brand Marketers from direct clients.
Media Partners who never beforedattended a Twitter event.
Very positive feedback from attendees.
Business Outcomes:
Increase in the bookings for 1Q 2020, YoY.
New business leads +20%
Credits
Nick Walsh |
Geometry Global Dubai |
Business Lead |
Julian Hernandez |
Geometry Global Dubai |
Creative |
Elias W. Bassil |
Geometry Global Dubai |
Strategic Lead |
Uli Stanke |
Geometry Global Dubai |
Experiential |
Zoe Scraggs |
Geometry Global Dubai |
Account Management |
Omar Zain |
Geometry Global Dubai |
Engagement strategy |
Catherine Asseily |
Geometry Global Dubai |
Strategy |
Nisreen Faris |
Geometry Global Dubai |
Account Management |
Tomas Lavagno |
Geometry Global Dubai |
Creative |
Mauricio Sanaiote |
Geometry Global Dubai |
Creative |
Tom Norton |
Geometry Global Dubai |
Copywriter |
Saleh Dardir |
Geometry Global Dubai |
Art Direction |
Sachi Ediriweera |
Geometry Global Dubai |
Designer |
Joe El Chemor |
Geometry Global Dubai |
Project Implementation |
Prageeth Malaka |
Geometry Global Dubai |
Illustrator |
Sachin Mendonca |
Geometry Global Dubai |
Activation Director |
Zubair Tahir |
Geometry Global Dubai |
Content Director |
Muhammad Omer |
Geometry Global Dubai |
Content Director |
Jimmy Mardikian |
Geometry Global Dubai |
Graphic Designer |
Katerina Bazalova |
Geometry Global Dubai |
Business Director |
Darine Maalouli |
Geometry Global Dubai |
Digital Producer |
Adrian Mutescu |
Geometry Global Dubai |
Startegy |
Andre Marchesi |
Geometry Global Dubai |
Creative |
Adham Abdullah |
Geometry Global Dubai |
Copywriter |