My Ras Al Khaimah

RAKBANK | UM Dubai | Kiyany Media

My Ras Al Khaimah


 

Goals:

 

  1. Improve brand perception by 10%

  2. Raise quality perception by 20%

  3. Improve brand reputation and trust by 15%

  4. 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%