the story
Dubai summer surprises is a six-week shopping extravaganza offering everything from spend-and-win promotions to exciting competitions, with plus daily deals featuring world-famous brands at unbeatable prices with exciting activities for the entire family.
the challenge
IMG Worlds of Adventure tasked markettiers with maximising coverage for an activation as part of Dubai Sumer Surprises. The activation would see characters from IMG Worlds of Adventure go to Dubai International Airport. They would giveaway free tickets to unsuspecting passengers from the first Emirates flight that landed that day. Our role was to deliver a creative to ensure cut through coverage with regional media.
the answer
markettiers recommend that we film the characters in a series of comical sketches. Ranging from dinosaurs struggling to fit into a lift to tripping over luggage. In addition, following passengers, and chomping on newspapers and lastly waiting in the meet and greet area for a ‘Mr V. Raptor’.
The team handled all logistics involved in securing filming permissions to create the B-roll. A recce of the Arrivals are was important to identify suitable scenes for the creative.
As part of our media audit, an opportunity was secured with Reuters. Therefore, this was subsequently filmed immediately afterwards with the CEO of IMG worlds of Adventure and Dubai Tourism.
the successes
The content was edited overnight post the activation into a 60 second piece, with versions for English and Arabic media. Coverage was secured on over 100 sites including Timeout Dubai, Khaleej Times, Gulf News, Dubai 92, Business Insider, Masala Magazine, Al Khaleej, Emarat Al Youm, Arabian Business Arabic. Gulf News’ views we over 180,000! Positive sentiment was recorded across social channels with over 900 people sharing the content, with over 1000 likes and comments about the campaign.
Above all, this award winning campaign was awarded with a gold placed PRCA MENA award.