"We wanted someone to help us pioneer smart, integrated marketing, and we very much like what we are seeing in a global, local and central level. MEC is a breath of fresh air."

Paramount

“Nuestra Belleza Latina 2008 was an integrated program that used texting to promote our products and services. The cross-platform opportunity has been really beneficial and we’re excited to extend it to do more and to get deeper integration with our products and services. It’s exactly what we are looking for in a cross-platform solution.”

Wendy Clark - SVP Advertising, AT&T

"They challenge us and help us find relevant activation ideas based on real insight. This way we keep improving our market share and create a unique brand experience."

Sony Ericsson, Norway

Land Rover / Range Rover Evoque




Classified

We created the first ever ad funded web series in the Middle East to bring the latest Range Rover to young affluent Arab males.

The challenge

The Evoque is a brand new member of the Range Rover family. Our challenge was to launch the car to aspirational, image conscious Arab males to drive sales.

Our insight

The new Evoque audience are Digital Natives, who often reject traditional advertising, so any communication should be entertaining content which they can consume and share.

Our solution

We wanted to bring the Evoque’s world to life, so we had to create something which would entertain people and, at the same time, embody its values.

In partnership with MBC, the region’s No.1 media network, we co-produced the first advertiser funded web series in the Middle East – a five-part dramatic thriller, Classified, directed by the award-winning Ali Mustafa. Episodes were launched on mbc.net with series trails running across MBC TV channels. Online, we built buzz through display and social, revealing additional content as we went. The series was also screened as a movie at Range Rover dealerships and other owned platforms.

The results

  • Sold out across the Middle East until the following year
  • 248,845 views across all channels
  • $10million+ media and PR value
  • Ranked #1 film of the year (Campaign)
 
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