2022 Winners & Shortlists

Why is this work relevant for PR?

Castrol wanted to drive genuine societal impact and human change. So, the brand turned to an immersive experience and iconic activation to shift people’s perceptions of mechanics in the UAE. Betting on the ‘unexpected’ to drive true engagement and public opinion, Castrol transformed a landmark into a uniquely a disruptive media channel. By using The Dubai Frame, Castrol developed an Instagram AR experience showing 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

Castrol wanted saw that mechanics felt unappreciated – and wanted to change that with a breakthrough initiative. 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, who else deserves to be seen?

Describe the creative idea (20% 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 PR strategy (30% of vote)

Human truth: There’s a social segregation towards blue-collar workers. It’s a behavior that’s entrenched in everyday life. The good news is that is deprived from malice, which shows us an opportunity to influence and pivot it for better. 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. Key Message: Together we can change Perception for the better. Portraits of Change. We targeted Males and Females living in Dubai, (18-65+) with interests across, automotive, lifestyle, entertainment, and cars (Luxury and sports). We targeted the high end class who may overlook the blue-collar class of society, and those with particular interests in lifestyle and entertainment – looking for a new experiences in the City. Press-release was drafted and shared with targeted news outlets to speak to our target audience and keep the conversation going.

Describe the PR execution (20% of vote)

Pre-Event: To build hype on 12/01/2022, we posted across social 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. 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. Press release was shared with targeted news outlets after the event to speak to our target audience. Post-Event: We continue the conversation on social, by unveiling our portraits and 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 Impact: Castrol has garnered positive brand recognition in the news for their work in shedding light on mechanics, being featured in 2 industry (Campaign ME,Little Black Book), daily news (Gulf News) and 2 automotive articles (Tires and Parts, AutoDrift). 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. Impressions: Total: 7,148,042 PR: 510,000 Social Media: 6,368,928 Influencer: 269,114 Change in Behaviour: +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.