About the campaign
twofour54 is an Abu Dhabi based content creation community dedicated to stimulating Arabic media development across many mediums–film, television, radio, digital, gaming, publishing and music. In early 2009, Flip Media was commissioned to design and develop seven websites for twofour54 introducing its core functions which include media education, funding, collaboration and partnership. In March 2009 Neo Digital were appointed to plan and buy the media for the launch campaign timed to coincide with the launch of the websites.
Objective, Target Audience & Timelines
Primary objective was to support the offline campaign in raising awareness of the company whilst starting to drive lead generation and build saliency of the different business units within twofour54. This was briefed as a B2B campaign within the wider media and entertainment industries with priority to the UAE market , followed by MENA and finally some global awareness. Campaign period was May to August 2009.
The Strategy
With a shortage of B2B sites in the MENA region Neo Digital used existing regional news and current affairs portals to target the media and entertainment industry through editorially focused banners targeted to media executives and eDMs mailed to relevant ‘media’ and ‘HR’ designations. This was supported by the use of international B2B portals using geo-targeting to avoid wastage and a strong SEM campaign.
Campaign Results
Awareness among the regional media industry was built so quickly we had to cancel some eDM’s for fear of saturation. Well over 200,000 clicks were generated with nearly 75% coming from SEM.
