Past Winners

2017 Winners & Shortlists

#POSTWISELY

Grand Prix

Case Film

Presentation Image

ClientDU (EMIRATES INTEGRATED TELECOMMUNICATIONS COMPANY)
ProductTELECOMMUNICATION
EntrantLEO BURNETT DUBAI, UNITED ARAB EMIRATES
Type of EntryIntegrated
CategoryIntegrated Multi-Platform Campaign (Online & Offline)
Title#POSTWISELY
Product/ServiceTELECOMMUNICATION
Entrant LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Idea Creation LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Media Placement STARCOM Dubai, UNITED ARAB EMIRATES
PR MSL GROUP Dubai, UNITED ARAB EMIRATES
Production STINK London, UNITED KINGDOM

The Campaign

Post Wisely: It’s your life, until you share it. Everything is yours, until you share it. The second you share something you lose control over it and it is now public knowledge. From there on, the person can use that information against you. From valuable purchases, to your loved ones, everything can be an arsenal to the right criminal.

Creative Execution

The content was created to have the look and feel that looks like a movie, it feels like a trailer. It was done this way to make sure people consume the content the same way they would a movie or a TV show. The film reveals someone thinking out loud. They are talking to themselves, or at least so it seems. It’s a one-sided conversation with all answers and responses growing in intensity. It is only once we are close enough we reveal that they are scrolling through someone’s social media feed.

Total website Traffic over 2 months – 223K Ad Tracker Diagnostics The campaign surpassed benchmarks across relevance, differentiation, believability and stirring emotions YouTube Brand Lift Study Youtube Views – 4.6 M 19.7% lift in Ad Recall (Best in Class) 7.9% lift in Brand Awareness (Best in Class) 52.2% lift in Brand Interest Overall Performance Overall Video Completion Rate – 2x the average benchmark YouTube View Rate – 1.5x the average benchmark Facebook Engagement Rate – 2.2x the average benchmark Instagram Engagement Rate – 1.3 x the average benchmark Twitter Engagement Rate – 6.8 x the average benchmark Snapchat Views – 63K, Uses – 913, Conversion rate – 1.4% ( One of the 1st few brands to launch snapchat in the region) 59.7 Million Impression 14.4 Million devices reached 2.5 Million AED earned PR value (Estimated 51% of UAE’s Population reached) Government personalities and 32 influencers activists lend their voices to #postwisely 44% of Surveyed people changed their Behaviour.

We never truly know who we are talking to online. We needed to make sure that people are also seeing our content where and when they are most likely to overshare. By strategic targeting and social listening, we made sure our films and content are constantly visible.

Credits

Name Company Position
Bechara Mouzannar Leo Burnett Chief Creative Officer
André Nassar Leo Burnett Dubai Regional Executive Creative Director
Rafael Augusto / John Smeddle Leo Burnett Dubai Creative Director
André Nassar / Rafael Augusto / Mohannad Awameh / Bruno Bomediano / Roger Possat Leo Burnett Dubai Art Director
John Smeddle / Shadi Khermasho / Rami Boraie Leo Burnett Dubai Copywriter
Haytham Dayeh Leo Burnett Dubai Communication Servicing Director
Amir M. Zeitouni Leo Burnett Dubai Senior Account Manager
Mahmoud Jaber Leo Burnett Dubai Account Executive
Amir M. Zeitouni Leo Burnett Dubai Planner
Danielle Slim Leo Burnett Dubai Digital Communication Director
Karim Mroueh Leo Burnett Dubai Digital Account Manager
Shereen Mostafa Leo Burnett Dubai Head of Production
Zeina Daoud / Elham Abi Rached Leo Burnett Dubai Producer
Dan Newton / Ralph Matar Leo Burnett Dubai Post Producer
Tom Green Stink UK Director
Stink UK Stink UK Production House
Debbie Ninnis Leo Burnett Dubai Producer
Ninteen Twenty London & Lizard Cairo Ninteen Twenty London & Lizard Cairo Post Production house
Factory Factory Sound
Nivritti Ashok Starcom Senior Media Executive
Raed Bou Hamdan Starcom Associate Director
Don-Jason Tungol Starcom Media Executive
Feras Hamtini Starcom Performance Manager
Rabah Malas Starcom Performance Executive
Samer Mazjoub Starcom Director
Layal Dalal SML Group Comms Manager
Nela Lukic SML Group Content Strategist
Gregory Henderson SML Group Group account director
Humaida Alkhalsan du (Emirates Integrated Telecommunications Company) Director Corporate Communications Projects & Sustainability Commercial
Hala Badri du (Emirates Integrated Telecommunications Company) Executive VP Brand and Communications
Rabab Al Abbas du (Emirates Integrated Telecommunications Company) Manager Corporate Communications
Munira AlOsaimi du (Emirates Integrated Telecommunications Company) Manager Consumer Marketing Communications
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