Barbican ad campaign takes home three awards at Campaign ME Media Awards

Initiative Media in collaboration with Aujan Industries are responsible for the inspirational re-launch campaign of the Barbican brand. The amalgamation of Aujan’s expertise in youth marketing and Initiative Media’s strategic planning, has led to this phenomenal partnership being nominated for 4 awards, going home with 3 for Best Use of Media – TV, Best Use of Media - Radio and Best Media Plan at the 2006 Campaign ME Media Awards.

The objective of the campaign was to drive in home consumption of Barbican, whilst intrinsically linking Barbican with movies. Barbican partnered with MBC2 and Panorama FM. MBC2 already had generic movie themes; Barbican created 3 new themes Kung Fu, Sports and Adventure selecting movies based on their target markets requirements and interests, creating a virtual movie watching club for Arab youth called ‘the Barbican Movie Club”. The first ever movie related show was created in KSA on Panorama FM, using the voice of MBC2. In addition an online movie related community was created at www.barbicanmovieclub.com.

The campaign saw in-home consumption increase from 3.2 to 3.8 bottles per week, strong double digit sales growth vs 2005 and 95 percent awareness of Barbican sponsoring movies on MBC2.

The Campaign Middle East Media Awards took place on Tuesday 28th November at the Fairmont Hotel, Dubai featuring a magnitude of media talent, only clarifying the level of expertise found in the Middle East. “Nominations along side the Barbican Campaign included market leaders such as Chevrolet, Neutrogena, Sony Bravia, Cadbury, Hummer and M&Ms. Looking at the caliber of entrants is proof the Barbican brands re-launch involved dedicated, intelligent and creative planning, which evolved into a highly successful advertising campaign,” said Tolga Sezer, Vice President – Marketing at Aujan Industries.

This is the second year the awards have been running and they are now recognized as an established event, which identifies, acknowledges and celebrates the media industry within the region.

Sezer continued to say, “our vision is to create powerhouse brands for the youth generation. To achieve this, we at Aujan Industries are firm believers that investing time in understanding our market and how to reach that market in the most effective way, are imperative to the success of our brands.”
Barbican, Aujan’s rebel brand was re-launched in July 2006. Aujan industries invested more than US $1million into this re-launch campaign, introducing vibrant packaging and youth driven TV commercial. The combination of in house strategic and creative specialists, understanding of the youth market along with creative agency Face to Face, expert planners Initiative Media and public relations agency Asda’a enabled Aujan to connect with the market. Winning three Campaign Middle East Awards, illuminates Aujan Industries understands how to reach the region’s youth generation.

Tags: Aujan, Barbican, The Campaign Middle East Media Awards, Tolga Sezer

DMC launches Talent Zone at Media and Marketing Show

Dubai Media City (DMC) has launched the Talent Zone, a special zone for independent media professionals to showcase their services, at the Media and Marketing Show 2006.

The Talent Zone at the Middle East’s largest media trade show provides a platform for freelancers and small companies to build relationships with the industry.

The Zone features 32 professionals who include graphic designers, journalists, photographers, sculptors, communications consultants, film production service providers, event managers, publishers, media software professionals and system integrators.

Speaking on the Talent Zone, Mohammed Al Mulla, Executive Director of Dubai Media City said: “Supporting the development of the creative media community is part of our larger strategy of nurturing talent in the region. Apart from being a hub for the industry, Dubai Media City is a large resource for independent talent that the industry can tap for their needs.

“Over the past five years, we have supported the growth of many enterprising media professionals. The Media and Marketing Show is a great opportunity for freelancers and small companies to enhance visibility and build new links with the region’s media industry.”

Yesterday, Dubai Media City (DMC) announced the launch of the third phase of the Media Business Centre that will provide a base for up to 125 freelancers and small companies.

The new phase will significantly expand the Media Business Centre, which is already the largest source of freelance media talent in the region with 366 members.

The Media and Marketing Show 2006 is the region’s premier forum that showcases latest industry initiatives, trends and technologies in advertising, broadcasting, entertainment, events, marketing, new media, outdoor advertising and publishing in the Middle East. The event will run until 29 November.

Tags: DMC, Dubai Media City, Media and Marketing Show, Mohammed Al Mulla, Talent Zone