Dubai Lynx 2013/ PR Silver: Пророкът

След премиерата на трейлъра на филм за ‘Innocence of Muslims’ през юли 2012 г., който разгневи мюсюлманите по целия свят, екипът на Катарския телеком QTel, стартира кампания, основана на диалога „между различните”. Те дават възможност на толерантните мюсюлмани да си изразят недоволството по един интелигентен начин и с това да подпомогнат за утоляване на страстите. Акцент в инициативата е възможността всеки да изрази/изпише отношението си по темата, като сподели мисли и чувства на специално пригодена за целта стена, поставена на ключово място в Доха.  Агенцията е LEO BURNETT QATAR Doha, QATAR.

Title: PROPHET

Type of Entry: PR: Sectors and Services

Client: QTEL (QATAR TELECOM)

Advertising Agency : LEO BURNETT QATAR Doha, QATAR

PR Agency : WALLIS Doha, QATAR

Describe the campaign/entry:

In July 2012, the trailer of the movie "Innocence of Muslims" went online depicting Prophet Mohammed as ruthless imbecile. Suddenly, Muslims were blinded by rage. What started as an instinctive reaction, ended up being violent and deadly giving a very bad image about Islam and Muslims as well as doing the opposite of Prophet's Mohammed teachings. Once again, the angry few were representing the tolerant many. Frustrated Muslims were looking to break away from these suffocating and unjust stereotypes. As a telecom operator we wanted to give the majority, the tolerant Muslims, the opportunity to be heard. We started the conversation with social media and an ad showing the prophet’s stamp with one of his quotes “I was sent to perfect honorable morals”. To further change people’s behaviors and break the stereotype we invited them and the media to continue this conversation face to face with both Muslims and non-Muslims at our meeting point. We took over an entire wall in Doha’s biggest malls, allowing people to express their thoughts. Ultimately, Qtel gave the media and people something positive to cover and talk about, revealing the neglected truth and shining light on the tolerant many.

Execution:

With such a sensitive topic we didn’t want to add more fuel to the fire. As a result we kept our creative solution simple, straightforward and honest. We took over a wall at one of Doha’s busiest malls and asked people to write down their thoughts on the whole situation. We initially drove people to the activation by starting the conversation with our print and social media communication. We quickly realized that with the right timing and sensibility, the simplest and most honest creative idea can have the biggest impacts on people’s lives.

Results:

The response was overwhelmingly positive. Within a few hours people where gathering themselves around our wall. Filling up the wall with messages of peace, understanding and tolerance, the media closely covered the entire event and spread a much needed positive message in a clutter of doom and gloom headlines. A total of 1,322 messages where written down with the best ones being shared on Instagram, Twitter and Facebook, with our top posts getting 2,806; 1640 and 2187 “likes” as well as hundreds of shares and comments. All local TV channels covered the event. All local newspapers published photos and quotes from the event online and offline. Furthermore, we brought Muslims and non-Muslims together in one physical space, which generated real human interaction and helped bring down walls of misconception.


Към останалите кампании, публикувани в PR@Festivals.
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Dubai Lynx 2013/ PR Silver: Един семеен ден офлайн

Това е една кампания, наградена със сребро на фестивала Dubai Lynx 2013. McDonalds – ОАЕ е семеен ресторант, който си поставя цел да се превърне в посланик на идеята да се прекарва повече време офлайн в семействата. Така стартира инициативата – Един ден офлайн – без никакви телефони, смартфони или каквито и да е технологични устройства – само с членове на семейството. За успешното му реализиране е обявен денят 28 септември за „Офлайн ден”.Популяризирането на инициативата става чрез активно използване на водещи блогове в страната. Агенцията е ASDA'A BURSON-MARSTELLER Dubai.

Title: A DAY OFFLINE
Type of Entry: PR: Technique
Client: McDONALD'S
PR Agency : ASDA'A BURSON-MARSTELLER Dubai, UNITED ARAB EMIRATES

Describe the campaign/entry:

 As a family restaurant, McDonald's is always looking to create moments and opportunities for families to connect. And something was bothering us... We all know technology can bring families and loved-ones together, but if misused can actually become a barrier to quality time with family. We knew the importance of uninterrupted family time, but wanted to make sure families did too. But in order to really affect positive change in family behavior when it came to technology, we would need an act that would get families to look up from their screens and take notice. Instead of an awareness campaign we created a cause, a single day around which families could rally and show their support for family time. We created a day in were families were asked to put aside their phones, emails and gadgets and focus on spending time with family, September 28th: A Day Offline. In effect this was the people's cause, not ours. McDonald's was simply acting as an enabler, so reaching out to them was key in order to see the day become a success. To garner support, we raised awareness through a month of blog posts citing sources from across the region and world about the benefits and pitfalls to uninterrupted family time. We also reached out to bloggers and key influencers on social media to further extend the debate on their own terms.

Execution:

A month prior to the day, we started a conversation on our Facebook blog, highlighting the issue daily with content posted by leading authorities, including psychologists, teachers, and sociologists. People could share the content, suggest things to do on the day using our word cloud, and wear a Twibbon to show their support. As our print presence grew, bloggers fueled the growing debate online. On the day itself, we went into digital silence and handed out 250,000 phone vaults to lock away mobile phones for the day. Suggestions from the word cloud were converted into regional in-mall and in-store activities.

Results:

Research showed 660,000 participated on the day. Of those who participated: • 20% were more likely to think that McDonald’s cares about families. • 17% were more likely to trust McDonald’s. • 95% claimed it helped them understand that family time should be uninterrupted. • 85% claimed it helped them understand that technology can interrupt quality family time. • 80% claimed they were more willing to separate from technology when with family. • 87% claimed they were more willing to ignore their phone at the dinner table. Additionally, PR coverage in 50+ blogs and 85 published articles extended awareness beyond the 1.79 million reached through Facebook.

Към останалите кампании, публикувани в PR@Festivals.
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PR@Festivals в YouTube

Dubai Lynx 2013/ PR Silver: Sprite раздухва неудобни истини из Саудитска Арабия

След близо три годишно отсъствие на Sprite от пазарите в страните от Арабския полуостров, маракта решава да се завърне по един категоричен и запомнящ се начин – като се превръне в посланик на неудобните истини и тоталното отсъствие на цензура в страните, където цензурата е начин на живот. За реализиране на целите се използват само социални канали, където според статистиката, младите хора от Арабстките страни, прекарват по около 15 часа дневно. Започват серия от болезнено искрени публикации на страницата си във Facebook, нецензурирани видеа и дори мини-сериал, който представя откровено истинни ситуации от ежедневието на таргетираните хора. В началото аудиторията е тотално отблъсната от тази кампания, но постепенно хейтърите се превръщат в лайкъри и броят им надвишава 400 000 само на страницата във Facebook. Агенцията е MEMAC OGILVY Dubai, UNITED ARAB EMIRATES.

Title: MINALAKHIR

Type of Entry: PR: Technique

Client: THE COCA-COLA COMPANY

Advertising Agency : MEMAC OGILVY Dubai, UNITED ARAB EMIRATES

Describe the campaign/entry:

Sprite has been virtually non-existent in the Middle East for three years. We were tasked to bring it to life along with its core value message of being a refreshingly honest brand that doesn’t promote bullshit. Our strategy was to encourage young Saudis to adopt this kind of mindset in their lifestyle, and introduce Sprite as a refreshing soft drink, that inspires you to be true to yourself. Our audience was not familiar with the brand, and has never been exposed to this bold tone of voice, especially in Saudi Arabia, where every kind of content is constantly filtered. Our young target audience spends a daily average of 15 hours on the internet. So we used YouTube, Facebook, and Twitter, as pillars for our direct communication with Saudis. That’s why these channels were for us the best medium for communication and activation, with minimal content filtering, and maximum direct, Saudi self-expression. And to keep the discussions enjoyable, we used comedy to send refreshingly honest fun messages.

Execution:

Once the idea for Sprite Minalakhir was born and extensive research into relevant topics were finalized we started the shooting and production of our 5 minute video comedy episodes right where our target audience sits. We aired on Youtube, Twitter, Facebook and the Minalakhir-website. The first few weeks we received harsh criticism from our target audience who was not prepared for a brand as bold and honest as Sprite. Staying true to ourselves and our brand message we soon increased the number of our followers and contributors who started self-expressing, communicating and spreading the message. Our young Saudis became our voice online which encouraged us pursue our plans… why we are still on air providing a platform to self-express.

Results:

Although the campaign received harsh criticism in the first few weeks, in a period of only 8 weeks, we turned most haters into followers. We grew from only 53 fans Facebook to around 400.000 active fans, with over 6.000 participations in the competitions. The show went from almost getting cancelled, to hitting over 5.5 million views… and counting.

Annual sales growth of 2% in KSA jumped to an incredible 15% growth during the first half of the campaign! And most importantly, we created a self-expression movement around Saudi youth, encouraging them to say things the way they are.


Към останалите кампании, публикувани в PR@Festivals.
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PR@Festivals в YouTube