2022 Winners & Shortlists

Why is this work relevant for Media?

Castrol wanted to shift people’s perceptions of mechanics in the UAE, honoring their contribution to society and allowing them to feel appreciated and included. Betting on the ‘unexpected’ to drive genuine engagement, Castrol transformed a landmark into a new media channel, unifying technology, innovation and brand. By using The Dubai Frame, Castrol developed an Instagram AR experience that showed mechanics in a way they had never been portrayed before. The initiative went on to live across multiple social media channels and helped Castrol to shed light on the perception of such workers in our region.

Background

Mechanics play a massive role in our society. They keep our commutes safe and always come to the rescue whenever there is an emergency. However, they FEEL unappreciated and looked down upon. Their efforts go unnoticed. Their humanity, hopes, and dreams – unseen. Castrol believes that they deserve better and wanted people to see them as the true heroes they are for keeping our cities moving and safe on the road. So, Castrol needed to find a way to get society to “see” and appreciate people who have long been ignored. With Portraits of Change, we proved that they’re more than just mechanics. They’re incredible people with stories of hope, dreams, and honest work that affects us all --- and we showed it to everyone.” So, we ask you, who else deserves to be seen?

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

Castrol wanted people to “see” and appreciate mechanics for who they truly are. To do so, Castrol commissioned well renowned artist and photographer, Marta Lamovsek known for her portrait style photography that turns any subject into a majestic and powerful icon, to produce portraits of seven local mechanics and show them as the real heroes they are. We took mechanics from being unseen, to being seen on the biggest frame in the world THE DUBAI FRAME. An augmented reality photo exhibit took place(Titled: Portraits of Change), paying tribute to the people whose work keeps us moving and safe on the road. The experience also ended up giving a purposeful use to a magnificent frame that is, well, empty! The exhibition launched with media and social influencers, who simply had to use the Instagram AR filter on our page… and see the Dubai Frame fill up for the first time ever!

Describe the strategy (20% of vote)

Challenge: Mechanics play a massive role in our society, however, they are often unseen and unappreciated members of society. Key proposition: Get our target audience to see mechanics for their efforts, and celebrate them as the heroes who keep our cities moving and safe. Media: We targeted Males and Females in Dubai, (18-65+) with interest in automotive, lifestyle, entertainment, and cars (Luxury and sports). Targeting the high end class who may overlook the blue collar class, and those with interests in lifestyle and entertainment – looking for new experiences. During teaser and event phases of the campaign, media objective were set for reach post ensuring the highest number of unique users who can see and connect with our message. For reveal phase, post and videos objectives were set for reach (portraits) and Thruplays (Videos) ensuring that people saw and connected with every mechanic.

Describe the execution (20% of vote)

Pre-Event: To build hype on 12/01/2022, we posted across social media platforms, an invite of the first ever Dubai Frame Photo exhibit, “The Portraits of Change” . Event: On 14/01/2022, Castrol invited automotive and lifestyle influencers to attend an exclusive unveiling in Zabeel Park. When arriving, they were guided to the location to view the exhibit. Not knowing what they were about to see, each influencer scanned a QR code, was directed to Instagram filter, pointed their cameras at the Dubai Frame, and saw seven AR portraits, each unveiling the men behind the portraits. Only then, to find out that these are mechanics. Influencers were moved, and shared their experiences with their 8.5Million followers. Post-Event: Through social media platforms, we continued the conversation, unveiling our portraits and behind-the-scenes videos of the-making-of our portraits - each with an intimate look at a person our audience had never seen before (16/01/2022).

List the results (30% of vote)

Business Targets: Castrol wanted to make a positive change by increasing public awareness and appreciation of mechanic’s hard work. With the ultimate goal of ensuring that mechanics feel appreciated. Reach: 2,534,712 Impressions: Total: 7,148,042 Engagement: Total: 1,668,895 Social Media: 1,096,646* Actions include: Shares, Reaction, saves, comment, page likes/follows, post interactions, video plays, photo views and link clicks. Influencer: 572,249* This includes likes, comments, shares, etc. Cultural Impact: +72% in public awareness, people were able to view mechanics in a new way and strike up a conversation about how we perceive these workers and make them feel more appreciated for their work.