The Canvas of Creative Mastery Newsletter_February 2024
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The document outlines various innovative marketing campaigns launched in February, highlighting unique strategies across multiple brands and platforms. Empire Entertainment's guerrilla campaign for 'Madame Web' and Samsung's 'The Breakup Edit' illustrate creative attempts to engage audiences in interactive and relatable ways. Additionally, initiatives from Property Finder, Panadol, and Emirates Global Aluminium emphasize community values, emotional connections, and environmental responsibility, showcasing the evolving landscape of marketing.
The Canvas of Creative Mastery Newsletter_February 2024
- 1. the canvas of creative mastery february edition
- 2. ad horizon advertisements beyond borders february recap
- 3. Empire Entertainment revolutionized film promotion with a guerrilla campaign for 'Madame Web', turning cities across the Middle East into a canvas of mystery. Symbols and QR codes appeared in unexpected places, from malls to cinemas, leading the curious on a digital treasure hunt. This blend of real-world intrigue and digital discovery created a buzz that traditional marketing could only dream of, inviting audiences to explore the enigmatic world of 'Madame Web'. The campaign transformed everyday locations into stages for an interactive experience, with each clue guiding participants closer to the film's secrets. This strategic approach not only engaged potential viewers in a novel way but also seamlessly bridged the gap between physical and digital engagement. Empire Entertainment's innovative tactics have not just promoted a movie; they've crafted an unforgettable journey into its mystical world, demonstrating the unmatched power of creative marketing. Empire Entertainment "Madame Web" Guerilla Campaign
- 4. Qiddiya City, a visionary entertainment hub emerging 40km from Riyadh, through a dynamic 90-second film. Initially, it captures everyday scenes of leisure—football, motor racing, and gaming—yet, tinged with a sense of ennui. Suddenly, the narrative shifts. An irresistible force sweeps through, transforming the mundane into the extraordinary. A bowler, a gamer, and even a roller coaster are dramatically pulled toward an unknown allure, leading them to the future site of Qiddiya City. Here, the promise of an unparalleled destination for play is revealed. With the declaration, "The world’s first city built for play is coming to Saudi Arabia. Don’t just live life, play life," Qiddiya's campaign ignites the imagination, promising a realm where life is not just lived but played in vivid, thrilling ways. Qiddiya City Play Life-90-Second Film https://www.youtube.com/watch?v=gAKhEOCIF6M
- 5. In a daring twist for Valentine's Day, Samsung veers from tradition with 'The Breakup Edit,' a campaign that speaks to the heartache of pre-Valentine's Day splits. This innovative approach leverages the AI capabilities of the new Galaxy S24 Series, offering users a quirky yet therapeutic feature: the power to digitally erase exes from photos. It's a nod to the digital age's answer to moving on, promising a blend of humor and healing for the freshly single. The Generative AI Edit feature doesn't just erase; it invites users to fill the void with imagery that sparks joy - be it a furry friend, a bestie, a celebrity, or even a mythical unicorn. It's an attempt to lighten the load of heartbreak, one edited photo at a time. By blending technology with a touch of whimsy, Samsung offers a relatable, albeit unconventional, solution to one of life's more challenging moments, making the Galaxy S24 Series not just a gadget, but a companion through the ups and downs of love. Samsung ‘The Breakup Edit’ Valentine’s Day https://www.youtube.com/watch?v=NcUwGnCwaWA
- 6. Property Finder's 'We Open Doors' campaign shifts focus to community-centric real estate searches, highlighting lifestyle influences on market growth. This pivot is informed by consumer research revealing a preference for lifestyle-aligned communities in Dubai and Abu Dhabi. Emphasizing quality of life as a key buying motivator, the campaign reflects on the UAE's real estate dynamics, showcasing the importance of security, amenities, and convenience. The initiative simplifies the complex home search process, leveraging tools like Data Guru to offer insights into community features. It underscores Property Finder's commitment to enhancing the property search experience, focusing on communities as the heart of lifestyle choices. 'We Open Doors' aims to spotlight the UAE's vibrant communities, supporting informed decisions and fostering a sense of belonging in the real estate journey. Property Finder "We Open Doors" Campaign
- 7. Al-Futtaim IKEA's 'Vallen Key' campaign, crafted for Valentine's Day, offered a fresh take on proposals. Couples were encouraged to use an Allen Key, presented in a special ring box that posed the question, 'Will you move in with me?' Winners could enjoy a romantic dinner at IKEA, along with a professional video of their proposal and an exclusive Allen Key. Participants shared their love stories on Instagram with #IKEAVallenKeyProposal for a chance to win, with the campaign concluding on February 14th. The first 100 customers at the store on Valentine's Day received the unique Allen Key. This initiative is part of IKEA's approach to foster emotional connections and community engagement, enhancing brand loyalty. It underscores IKEA's dedication to innovation and creating memorable moments, showcasing its commitment to adding value to customers' lives beyond mere transactions. IKEA "Will You Marry Me" Campaign
- 8. This Valentine's Day, Panadol Extra broadened its relief efforts to include the emotional turmoil of heartbreak, recognizing the real pain it inflicts. The brand's campaign, crafted by VML, offered solace through a series of humorous and heartening messages aimed at those suffering from lost love, using social media reels filled with light-hearted, romantic tunes to bolster spirits. Inspired by the 90s favorite Loveline, with its overly romantic advice, Panadol Extra's initiative presented cheerful, practical tips to ease the heartache. This effort reflected the brand's dedication to alleviating all forms of pain, promoting a message of companionship and resilience in the face of emotional distress. Panadol Heartache on Valentine’s Day
- 9. next wave scouting tech & trends... february recap
- 10. In Dubai, Louis Vuitton's iconic mascots decorate Atlantis The Royal, celebrating the luxury hotel's first anniversary. The campaign, "All dreams lead to Atlantis The Royal," boosts the resort's ultra-luxury image through a blend of virtual teasers and on-site experiences. Featuring Louis Vuitton's Viviennes as statues with distinct personalities reflective of the hotel's essence, the collaboration brings a playful yet elegant touch to the grounds. Innovatively, the campaign incorporates AR technology, animating the mascots for guests and enriching the interactive experience. Additionally, the partnership introduces 18 limited- edition travel stickers, available to guests who book a stay, adding an exclusive collectible dimension to the anniversary festivities. This initiative not only highlights the synergy between the two luxury brands but also offers guests a unique and memorable stay at Atlantis The Royal. Louis Vuitton Mascots Pop Up All Over Atlantis
- 11. Coach has unveiled 'Find Your Courage,' a campaign blending virtual influencers with celebrity ambassadors, set against an AI-inspired virtual backdrop. This initiative showcases the Coach Spring collection, featuring virtual influencer imma who visits each ambassador in their bespoke virtual realms. In these encounters, imma discovers each character's superpower, guiding her on a journey to uncover her own authenticity and uniqueness. Targeted at the younger demographic, the campaign navigates the complexities of identity and authenticity in a rapidly changing world. 'Find Your Courage' builds on Coach's ongoing narrative, 'The Courage to Be Real,' extending its reach to gaming platforms and the Coach Tabby Shop pop-up. One notable collaboration includes celebrity ambassador Lil Nas X, who imparts the message of game-changing courage through self-authored rules, emphasizing the campaign's core message of individuality and bold self-expression. Coach Virtual Influencers https://www.youtube.com/watch?v=CO8N94rXGrs&t=43s
- 12. The Royal Commission for AlUla (RCU) is taking its gaming for conservation efforts to new heights with the introduction of 'Quest for Hope,' a game aimed at the preservation of the endangered Arabian Leopard. This interactive experience, available on Roblox and Decentraland, invites players to embark on a mission to locate and reintroduce Arabian Leopards into their natural habitat, underlining RCU's dedication to wildlife conservation. This initiative enhances RCU's digital footprint, which began with its Metaverse debut in November 2022. The Metaverse platform offers virtual explorations of significant sites like the UNESCO-listed Tomb of Lihyan in Hegra, alongside immersive experiences such as virtual hot air ballooning and a Saudi Tour cycling adventure. Through 'Quest for Hope,' RCU not only promotes conservation awareness but also enriches its virtual offerings, merging education with entertainment in the digital realm. AlUla Gaming Experience
- 13. Emirates Global Aluminium, in collaboration with Crown and Canpack, has launched 'Every Can Counts,' a campaign to boost aluminium drink can recycling, contributing to the circular economy and reducing emissions. Debuting at COP28, the UAE becomes the third non-European entity to join this global initiative, now active in 21 countries, aiming to enhance recycling rates, particularly for out-of-home consumption. In the UAE, where annual aluminium can consumption reaches 660 million but only a third are recycled, the campaign seeks to address this gap. Recycling aluminium is significantly more energy-efficient, requiring 95% less energy than producing new aluminium and drastically cutting greenhouse gas emissions. The initiative supports the ambitious target of achieving at least 80% recycling by 2030 and nearly 100% by 2050, as set by UAE COP28 Presidency and industry leaders. Through innovative means like QR-coded backpacks worn by recycling ambassadors, 'Every Can Counts' emphasizes aluminium's role in sustainable packaging and its potential to save 60 million tonnes of greenhouse gas emissions yearly. Emirates Global Aluminium Every Can Counts
- 14. wisdom wellspring lessons from the field... february recap
- 15. The mobile gaming industry is rapidly evolving, challenging marketers to engage audiences effectively. In response, brands are emphasizing emotional connections and loyalty by catering to gamers' desires for immersive and social experiences. A report by TikTok and the National Research Group on mobile game marketing trends reveals that success hinges on long- term loyalty, cultural relevance, and community building. This shift introduces a new gamer profile, stressing the need for publishers to understand and establish trust with this audience. The report highlights the importance of community, noting 61% of gamers value connections with like-minded individuals, and those socially connected are 27% more likely to recommend games discussed by friends. This underscores the critical role of social bonds and community in the mobile gaming sector's future. Mobile Gaming Landscape TikTok x National Research Group
- 16. LinkedIn has unveiled a Media Planning API for agency partners, offering direct access to data from LinkedIn's platform, including user insights for enhanced campaign planning. This tool provides real-time data signals for a clearer understanding of potential reach, ROI, and more, specifically designed to aid agencies in forecasting the reach and frequency of brand campaigns without any initial spend. This API is aimed at refining strategy through more precise information available during the planning stage, focusing on LinkedIn promotions. It encompasses detailed LinkedIn user demographics, job roles, industries, and behaviors, promising to improve outcomes in collaboration with expert LinkedIn ad partners. LinkedIn encourages interested brands to reach out to their agency development lead or LinkedIn sales rep for further details. LinkedIn Agency Partnering New Media Plan
- 17. As Ramadan is approaching, businesses are preparing for a competitive season with increased media spending. Vamp's influencer marketing strategies offer a roadmap to capitalize on this period for growth. Key insights reveal the importance of engaging the 1.9 billion Muslims celebrating Ramadan, a time marked by significant increases in online spending and social media engagement, especially in the MENA region. Brands should focus on authenticity, leveraging influencers to deliver content that aligns with consumers' values and the communal spirit of Ramadan. Strategically tapping into trends and aligning campaign timings with Ramadan's phases can set brands apart. Emphasizing mobile-first content, such as short-form videos on popular platforms like TikTok, and engaging with nano to mid-sized creators for targeted messaging, can enhance relevance and authenticity. Additionally, utilizing social search helps tailor content to consumer trends and behaviors, optimizing influencer marketing efforts for better visibility and engagement during the holy month. Influencer Marketing Roadmap for Ramadan
- 18. Snapchat's new research underscores the growth potential in Saudi Arabia, where technological advancements are reshaping retail. The platform, boasting 800 million monthly users, seeks to capitalize on this, particularly in regions like Saudi Arabia, where per-user revenue trails behind the U.S. In collaboration with Kearney, Snapchat's report reveals that while Saudi consumers rapidly adopt digital shopping methods, retailers may not be keeping pace. Social media, especially platforms like Snapchat, emerges as a significant avenue for product discovery, second only to search engines. However, the report suggests retailers have yet to fully harness the power of social and messaging apps for brand engagement. Highlighting the centrality of social media in product discovery, the research presents a valuable opportunity for brands to strengthen their digital presence. For Snapchat, this presents a chance to drive engagement and increase revenue in a market ripe for digital transformation. Snapchat Saudi Arabian Market
- 19. zia zeniths peaks of our creations... february recap
- 20. Our team showcased their talent at the World Governments Summit 2024, continuing a proud legacy of collaboration with Land Rover UAE since 2016. Tasked with documenting this pivotal inter-governmental event, we captured the arrival of VVIPs in prestigious Land Rovers, engaging panel discussions, and inspiring keynote speeches. The summit, a crucible for influential leaders shaping governmental futures, was immortalized through our focused lens and creative vision. The scope of our work spanned from on-the-ground event coverage and proactive social media management to the crafting of impactful teaser videos and the production of post- event highlights that narrated the summit's story. Our commitment to quality was reflected in the capture and editing of high-definition images, contributing to a powerful digital footprint: 1.1 million impressions, 800K views, and 26K engagements, thus magnifying the event's influence and scope. Land Rover World Governments Summit 2024
- 21. Dive into the vibrant Open Fire Food Festival, headlined by Steve Harvey and sponsored by Premier Motors at the Yas Marina Circuit, through our comprehensive event coverage. The festival, which also shone a spotlight on Ford's latest marvel, the All-New Ford Mustang, was a feast for both the palate and the eyes. Our team adeptly encapsulated the festival's essence, from the sizzle of gourmet cuisine to the sheen of Ford's automotive excellence. We undertook a suite of services including capturing high- quality images that brought the event's fervor to followers everywhere. These images, along with engaging video content and interactive social media stories, were crafted into a narrative that truly represented the festival's exhilarating experience. Our strategic social media management and professional photo editing played a pivotal role in narrating the event's story, ensuring each post contributed to a cohesive and enthralling digital journey. Premier Motors Open Fire Food Festival https://youtube.com/shorts/9N9Oy2rpVvY?feature=share
- 22. Our latest campaign for Al Zorah City brought the serene Beach Hills & Seaside Hills Residence to life through creative visuals. We masterfully designed artwork for digital displays and outdoor advertising, capturing the essence of waterfront luxury. These visuals stood as a beacon for upscale living, illustrating the tranquil beachside experience awaiting residents. Our digital artistry invited onlookers into Al Zorah's world, where elegance and nature coalesce into an idyllic lifestyle. Al Zorah City Beach Hills & Seaside Hills Residence
- 23. Our team had the privilege of capturing the thrill and prestige of Lincoln Race Night 2024, working alongside Al Tayer Motors to deliver exceptional event coverage. The evening's spirit, marked by competition and elegance, was encapsulated through engaging photography and lively social media stories. These moments, once edited to perfection, resonated deeply, driving substantial engagement and interaction across all of Al Tayer Motors' social platforms. Our scope of work encompassed meticulous event coverage, strategic social media management, and the production of high-quality imagery that not only told the story of the race night but also highlighted the Lincoln brand's luxury essence. Through our efforts, each snapshot and story translated into a digital success, enhancing the event's online presence and audience connection. Lincoln Race Night
- 24. In our recent project with Al Tayer Motors, we celebrated the unveiling of the new Ford Mustang in an electrifying showroom event. Our team expertly documented the occasion, delivering a comprehensive visual narrative through exquisite photography and dynamic video content. The event's energy and excitement were distilled into captivating social media stories and a meticulously crafted feed that transported followers to the heart of the celebration. Our scope encompassed event coverage and social media management, where we ensured that each moment was immortalized with the highest quality images, later refined with professional photo editing. These efforts resulted in a vivid portrayal of the camaraderie and unforgettable experiences that define the Ford Mustang community. Al Tayer Motors Ford Mustang New Showroom Event https://www.youtube.com/shorts/V3jswueYTXU?feature=share
- 25. Our team once again demonstrated their expertise during the Defender Race Night 2024 event for Al Tayer Motors, ensuring the evening's electric atmosphere was vividly captured. We took great pride in distilling the 2024 Edition's spirit into a series of compelling photographs and social media stories that resonated well with audiences, driving substantial engagement and interaction on Al Tayer Motors' platforms. Our comprehensive scope of work included full event coverage, dedicated social media management, and the creation of both teaser and post-event highlight videos, all underpinned by high-quality imagery and professional photo editing. The content we produced achieved remarkable reach, with 1.5 million impressions, 1.1 million views, and 43,000 engagements, significantly amplifying the event's impact online. Al Tayer Motors Defender Race Night https://www.youtube.com/watch?v=bnCiqwBtNhU
- 26. Our team had the honor of capturing the essence of the Gamilati Endurance Cup, a prestigious celebration of the elite rider and mare pairings in the endurance racing sphere. With our adept outdoor event coverage and swift post-production capabilities, we delivered a rich narrative of the event in real time. The breadth of our work included meticulous event coverage, strategic social media management, and the creation of engaging teaser videos. We excelled in capturing high-quality images and fine-tuning them through expert photo editing, followed by crafting a post-event highlights video that captured the event's excitement and grandeur. Our efforts resonated widely, as evidenced by the impressive 3.4 million impressions, 1.5 million views, and 73,000 engagements. Al Tayer Motors Gamilati Endurance Cup 2024 https://www.youtube.com/watch?v=VkG5IzjUaqU
- 27. ready to elevate your brand's creative journey? let's craft brilliance together. reach out to us at [email protected] and let's ignite innovation.