My Ras Al Khaimah

Goals:

Improve brand perception by 10%
Raise quality perception by 20%
Improve brand reputation and trust by 15%
Generate buzz & talkability around Ras Al Khaimah through video views and shares on social media.

Approach:

We wanted to capture the altruistic nature of its people and Ras Al Khaimah’s rich heritage and history in a memorable documentary format.

But finding these ‘real’ people wasn’t easy. We went to the streets of RAK, met and interviewed people and finally discovered 3 cultural connoisseurs. A chef, Anwar Shamsuddin, who’s invented a hybrid Emirati-Indian cuisine and served generations. A musician, Mohammed Al Yakoobi, who still owns a cassette shop in an era of digital music. An arts curator, Najeeb Al Shamsi, who’s turned his home into a photo museum.

Our short documentary on them was inspired by the Emirate’s ubiquitous rustic texture and look and feel. Additionally, we created 3 smaller ‘snackable’ content pieces that were populated on major social platforms. To elevate the user experience, we created immersive 360 content to give people a taste of the Emirate’s picturesque landscape.

As the content became popular, we took it beyond social into the offline space. We struck a deal with a local cinema chain to air the content for the movie-going audience.

Results:

On Facebook and Instagram
- Over 1.4 million video views overall
- Achieved 1.31 million+ video views
- 10,881 engagements on the posts
- Achieved 1,434 shares on the 4 videos
On Youtube
- Over 97K views
- Views delivered at 25% lower Cost per view over benchmarks
- Average view-through rate was also 27% above benchmarks.

General Results:
- Buzz : +15%
- Bank Impression: +18%
- Quality perception of the bank: +35%
- Reputation: +26%
- Recommendation: +38%

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