Aliens vs. Predator by Leo Burnett Dubai for Fox

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Aliens vs. Predator

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Industry TV Channels/Radio Stations and Programmes
Media Print, Magazine & Newspaper
Market United Arab Emirates
Agency Leo Burnett Dubai
Regional Executive Creative Director Peter Bidenko Creative Director
Creative Director Mohamed Oudaha
Art Director Mohammad Aram
Copywriter Jaison Ben
Released May 2012

Awards

London International Awards 2012
Print Media Promotion Campaign Short List

Credits & Description

Media: Print
Geo: United Arab Emirates
Category: Media
Agency: Leo Burnett
Brand: Fox
Challenge: Nobody likes to be interrupted movies, so Fox Movies created a time-slot to air movies without commercials. We were asked to increase awareness of these "break-free movies".
Creative Solution: We reached our target audience through magazines covering celebrity gossip, beauty & fashion secrets, cinema listings and movie reviews. We ran double-page spreads of movie scenes from the "break-free" time slot. By tearing out the fake promotional ads that split the movie scene in two, we demonstrated the advantage of watching a movie without commercials.
Results: The campaign was viewed by 2.4 million readers and got over 1 million visitors searching for the "break-free" movie listings on the website. During the campaign, the Fox Movies Facebook page reached 300,000 fans.
Advertising Agency: Leo Burnett, Dubai, UAE
Regional Executive Creative Director: Peter Bidenko
Creative Director: Mohamed Oudaha
Copywriter: Jaison Ben
Traffic Manager: Gabriel Norhonha
Art Director: Mohammad Aram
Graphic Designer: Ammar Safi
Junior Communication Executive: Nadia Bedaywi
Communication Manager: Lara El Barkouki
Regional Communication Director: Nicolas Roux