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
