| Dubai Lynx 2014 | ||
|---|---|---|
| Media | Broadcast: TV, Cinema, Radio | Silver |
Client SKY NEWS ARABIA
Product SKY NEWS ARABIA
Entrant UM DUBAI, UNITED ARAB EMIRATES
Type of Entry: Media: Use of Media
Category: Broadcast: TV, Cinema, Radio
Title: NOW AND FROM EVERYWHERE
Product/Service: SKY NEWS ARABIA
Media Agency : UM Abu Dhabi, UNITED ARAB EMIRATES
Entrant Company : UM DUBAI, UNITED ARAB EMIRATES
Media Agency 2 : UM DUBAI, UNITED ARAB EMIRATES
Kofi Osei/Ntem UM Gm Um Abu Dhabi
Yazeed Yasin Sky News Arabia Marketing Manager
Jamal Halabi UM Associate Media Director
Samer Awar UM Associate Media Director
Tahaab Rais FP7 Head Of Insights/Strategy
Patrick Honein Momentum Creative Director
Amal Chidiac FP7 Senior Art Director
Bruno El Adm Momentum General Manager
Habib Feghali Sky News Arabia Creative Director
Results and Effectiveness:
Currently the views stand at 2.163 million and counting. Through initiatives such as this we have managed to increase daily reach against our core audience from 0% when the channel launched to 10.3% (IPSOS Dec '13) in 12 months.
Creative Execution:
“Now and from Everywhere”- Sky News Arabia promised and most certainly delivered through cinema. The idea was to beam a live news feed directly in-theatre to the cinema audience. The Sky News presenter would then be able to converse with members of the audience. This never-before seen stunt was captured on video and uploaded on YouTube, generated so much buzz that it featured on the Middle-East homepage of YouTube from the day it launched.
Insights, Strategy and the Idea:
Based on the insight that cinema is a popular passtime in the UAE, especially during the hot summer months, we teamed up with Sky News Arabia to deliver an unforgettable, unique experience in a cinema full of relevant target audience members. This experience and our media approach created viral content & enabled our target audience to share and thereby making Sky News Arabia front of mind.