2022 Winners & Shortlists

EXPERIENCE EXPO NOW

BrandEXPO 2020 DUBAI
Product/ServiceEXPO 2020 DUBAI
EntrantMEMAC OGILVY Dubai, UNITED ARAB EMIRATES
CategoryContent Creation & Production
Idea Creation MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Media Placement OMD Dubai, UNITED ARAB EMIRATES
Production JOY FILMS Dubai, UNITED ARAB EMIRATES

Why is this work relevant for PR?

This entry is all about the use of local influencers to give a branded content format local relevance and create deep resonance. The strategic objectives demanded the brand to switch from talking to general and even global audiences to focusing on winning regional and local audiences as main drivers of footfall. The use of influencers is critical to the success and character of the campaign.

Background

Pre-launch and launch campaigns of EXPO 2020 had featured the signature landmarks and topics. Once EXPO 2020 had opened in October it became clear that a shift in targeting and approach would be needed. COVID was on the rise again, hence EXPO could no longer bank on global visitors to contribute their share to overall visitation target. Now driving repeat visitation by local and regional audiences became a big topic. This demanded moving from featuring the same signature landmarks again and again to bringing to life the real experience, the joy of being on site, the little gems and hidden wonders, the reaction of the visitors to all they were now able to see, try, do, feel. This called for more than another ad. It needed a unique content format and approach – and a high degree of authenticity.

Describe the creative idea (20% of vote)

Let’s get real – on the ground – alongside the people. Let’s feature it all, the big, the small, the visitors from all around the world, their impressions. Let’s capture and connect content in a vivid flow. A documentary style approach of filming. To give it all a connection and solidity: let’s introduce and follow two local influencers. They are the fun, dynamic and approachable anchors. They are experiencing the joy of EXPO alongside and with the visitors. In the following episodic content series the content is connected around themes (the food, the cultural events, the business platform, etc). Each episode a story on its own (the food, the cultural venues, the innovations, the topic of sustainability). And each presented as invite to discover and experience it yourself. Join the making of a new world, come again and again and again…

Describe the PR strategy (30% of vote)

Given the overall ambitious targets of EXPO 2020, we needed to support the strategic shift in audience engagement from global to local. This demanded a different messaging and content approach> Local audiences had seen the signature landmarks - their first EXPO visit was almost a given... Now it was about giving reasons to come again. We needed to create an approach that would allow us to feature the huge diversity of attractions and experiences – without it becoming a bland collage. This had to work for social channels in various length – making loral and regional targeting and retargeting possible

Describe the PR execution (20% of vote)

We captured hours of real footage of all the real emotion on the ground, the hidden gems – guided by great local influencers used as anchors to drive engagement and to create an emotional connection were seen as key to success. The line “Join the making of a new world” is an open invitation to collaborate in improving and creating a better world for people and planet. This content had to showcase the huge diversity – but in a guided manner . The idea for a unique content format was born. In a unique documentary style, editing technique and positive vibe connecting all episodes. But with clear focus topic for each. The influencers are the natural, charming, local “guides” a deliberate choice of character and tone. Perfect for a modern upbeat tone and delivery – and allowing easy amplification in social

List the results (30% of vote)

Results are confidential for the jury only.

Credits

Name Company Role
Patou Nuytemans Memac Ogilvy Dubai CEO
Stephan Vogel Ogilvy EMEA Chief Creative Officer EMEA
Till Hohmann Memac Ogilvy Dubai Chief Creative Officer MENA
Tobias Ahrens INGO Hamburg Executive Creative Director
Catherine Bannister Memac Ogilvy Dubai Chief Strategy Officer
Mary McFarland Memac Ogilvy Dubai Managing Director
Cristiano Tonnarelli Memac Ogilvy Dubai Group Creative Director
Dana Silwadi Memac Ogilvy Creative Director
Mahesh Powar Memac Ogilvy Associate Creative Director
Rajaa Chami Memac Ogilvy Dubai Head of Production
Shadi Kharmacho Memac Ogilvy Dubai Head of Arabic
Ghadeer Khub Memac Ogilvy Dubai Head of Social
Jens Paasen Ingo Hamburg Art Director
Ramzi Habayeb Memac Ogilvy Dubai Senior Account Manager
Riad Joumblat Memac Ogilvy Dubai Senior Account Manager
Yazan Al Kayyali Memac Ogilvy Senior Social Media Executive
Saloni Mehta Memac Ogilvy Dubai Account Executive
Callum Hoy Memac Ogilvy Dubai Group Account Director
Irina Gastescu Memac Ogilvy Account Director
Christine Suzanne Memac Ogilvy Account Manager
Sholto Douglas Expo 2020 Dubai Chief Sales & Marcomms Officer – Sales-Marketing and Communications
Ramzi Haddad Expo 2020 Dubai Vice President Campaigns -Marketing
Nuhad Hamdan Expo 2020 Dubai Head of Strategy and Planning - Marketing
Shobha Shrinath Expo 2020 Dubai Head of Media Planning and Buying - Marketing
Yousef Zakkout Expo 2020 Dubai Manager - Integrated Marketing D&R - Marketing
Jad Hindy Expo 2020 Dubai Senior Vice President Marketing -Marketing
Ehab Yasin Expo 2020 Dubai Head of Marketing Operations – Marketing
Oliver Mathews Expo 2020 Dubai Manager - Offline Media - Marketing
Ali Azarmi Joy Films Executive Producer
Nima Safari Joy Films Producer
Malcolm Green Joy Films Director
Spike Morris Joy Films Cinematographer
Hala Nasrallah Joy Films Line Producer
Zeus Merhi Joy Films 1st AD
Lucciana Boulos Joy Films Production Manager
Varunn Pandya Joy Films Production Coordinator
Fares Corbani Joy Films Steadicam OP
Shweta Nair Joy Films Art Director
Micaela Cigala Joy Films Wardrobe Stylist
Fabiana Lolli Joy Films Wardrobe Stylist
Hani Kleib Joy Films Makeup & Hair
Hussain Jian Joy Films Photographer
Adam Black Joy Films Photographer
Nick Pezzillo Joy Films Editor
Alex Townley Joy Films Editor
Anju Backer Joy Films Editor
- - Creep Color Grading
- - MangoJam Sound Design
Bobby Worth Joy Films Music Composer
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