Cannes Lions
LEO BURNETT DUBAI, Dubai / EMIRATES / 2017
Awards:
Overview
Entries
Credits
Description
Despite people frustrations with this behavior, it remains an unspoken subject. We decided to break this tabù by sparking the conversation across all media. We gave people a voice and to whom was begging for a solution we came up with a line of products could finally solve their problems cancelling these annoying sounds.
Execution
Once we triggered this controversial topic, it quickly spread across radio and social media where people shared their bad experiences at the movies theatres begging for a solution can save their movies.
To keep the conversation at its highest, we introduced a guy named Omar who developed two solutions for annoying sounds in the movies: The Shhhhelmet and The No Slurp Cup. His inventions appeared on crowdfunding sites, blogs and social media, capturing the interest of influencers. He became an online hit and he was even invited to showcase his inventions on the three most popular radio morning shows.
When the debate was at its highest, we finally joined the conversation with a simpler solution to all moviegoers in the UAE. We released an app which detected annoying sounds and instantly compensating the moviegoers’ bad experiences with two free movie tickets on Tuesdays.At box offices, we surprised customers with motion detection posters.
Outcome
• The campaign saw a 1100% increase on tickets redemption.
• Earning 66 minutes of on-air prime time and influencers advocacy.
• Reaching 8.1 million people through radio, traditional and social media channels.
137% of UAE’s population.
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