SHAMS, short for Sharjah Media City, was being launched and the pioneering organization commissioned Liwa for its introductory communication.
The messaging had to be targeted to multiple audiences: Potential media partner companies on the one hand and creative startups on the other. Liwa proposed to create content that would appeal to respective target audiences and target them digitally basis interest.
First off, media consumption was taken into account. This helped the teams on both sides to agree on video as the prominent vehicle to carry the communication.
The content created was approached through the funnel strategy, with hero content being at the top to engage and peak interests and the rational assets to educate audiences. Then further qualifying to generate leads.
Then came the question of what to communicate. Obviously, media entities around the world who would partner with SHAMS required a different kind of messaging – elaborate, detail oriented, and focusing on Sharjah’s strategic location. Liwa’s deduction: A purely rational, left-brain message.
This had to be a longer piece of communication, something that hits the right notes and gives out every bit of information. To enhance the engagement factor, two styles were recommended: A shoot-cum-stock based video, and a pure play animation.
The other key audience – creative startups – is mostly made up of young people with dreams and ambitions. By default, they are starry eyed and not given to much practicality. And this is the target group SHAMS needs to attract and populate their premises with.
For them, the communication has to be aspirational with a very high ‘cool quotient’. In this case, how the communication would be consumed played a vital role in creating it. Liwa looked at what the youth are watching most of the time: YouTube. And what works best there: Pre-rolls.
Armed with this information, the digital agency set about shooting a series of videos. Pre-rolls, by definition, are short videos incorporating the ‘Skip Ad’ option. So it was essential that the ‘hook’ kicks in before the viewer skips it.
The agency and client jointly arrived at three trending professions and created 20-second stories. These were then converted into mini-movies that capture viewer attention from second one. Locations were hunted, cast was finalized, shoot was done.
The entire exercise was conceived and executed in the true spirit of co-creation and collaboration. For Liwa and their clients, it’s the most ideal way to create communication that works – every time.
