Fox Case study THE BREAK-FREE PRINT CAMPAIGN by Leo Burnett Dubai

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THE BREAK-FREE PRINT CAMPAIGN

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Industry TV Channels/Radio Stations and Programmes
Media Case study
Market United Arab Emirates
Agency Leo Burnett Dubai
Executive Creative Director Peter Bidenko Creative Director
Creative Director Mohamed Oudaha
Art Director Mohammad Aram
Copywriter Jaison Ben
Released March 2012

Awards

Mena Cristal Awards 2013
Promo & Direct Best Use of Print, Classic Outdoor in a Promotional Campaign Cristal (Gold)

Credits & Description

Category: Best Use of Print or Standard Outdoor in a Promotional Campaign
Advertiser: FOX INTERNATIONAL CHANNELS MIDDLE EAST
Product/Service: TV STATION
Agency: LEO BURNETT DUBAI
Chief Creative Officer: Bechara Mouzannar (Leo Burnett Dubai)
Executive Creative Director: Peter Bidenko (Leo Burnett Dubai)
Creative Director: Mohamed Oudaha (Leo Burnett Dubai)
Copywriter: Jaison Ben (Leo Burnett Dubai)
Art Director: Mohammad Aram (Leo Burnett Dubai)
Junior Communication Executive: Nadia Bedaywi (Leo Burnett Dubai)
Communication Manager: Lara El Barkouki (Leo Burnett Dubai)
Regional Communication Director: Nicolas Roux (Leo Burnett Dubai)
Graphic Designer: Ammar Safi (Leo Burnett Dubai)
Traffic Manager: Gabriel Norhonha (Leo Burnett Dubai)
Media placement: Print Campaign - Rotana Magazines - 25/03/12
Describe the objective of the promotion.
Nobody likes to be interrupted during movies. So Fox Movies ran a special promotion on their channel. This promotion dedicated a time-slot to run movies without commercials. We were asked to increase awareness of this promotion.
Describe how the promotion developed from concept to implementation.
To demonstrate the benefit of ‘break-free’ movies we printed movie scenes on a double page spread in magazines. We then tore a fake promotional ad and attached it in between the movie scenes.
Explain why the method of promotion was most relevant to the product or service.
These promotional ads were published in magazines that were widely read by movie lovers. These magazines covered topics such as celebrity gossip, movie reviews, movie listings and fashion tips. The torn ads created curiosity amongst the readers, which helped us demonstrate our message easily.
Describe the success of the promotion with both client and consumer including some quantifiable results.
The campaign was viewed by over 2.4m readers and got over 1m visitors searching for ‘break-free’ movies listing on the website. During the campaign, the Fox Movies Facebook page reached 300,000 fans. The overall viewership of the channel saw an increase of 10.2%. The positive response made Fox Movies add 30 more movies to the ‘break-free’ time-slot.