Double Moon.
Days before the UAE's Hope Probe reached Mars, the planet's two moons appeared in the night sky over Dubai's desert; the government then revealed the stunt and invited everyone to watch the arrival live.
- Brand
- UAE Government Media Office
- Agency
- MullenLowe MENA
- Market
- UAE
- Region
- GCC
- Year
- 2021
The challenge
The UAE's Hope Probe was due to reach Mars on 9 February 2021, the first time an Arab country would arrive at the planet, and the government wanted the world watching. Its release said the aim was to build awareness and excitement around the probe's arrival.
The idea
Life-like replicas of Phobos and Deimos, the two moons of Mars, were projected into the night sky over Al Qudra in Dubai, using two giant cranes and a 40-metre screen so they looked real from far away. The agency says it put the moons up on 3 February and let the sightings spread, before the government revealed on social media and to the press that the 'double moon' was a projection of the moons the probe would see as it arrived, and invited everyone to watch the arrival on its live stream. Gulf News and Dubai Eye carried the reveal.
Results
- A reach of more than 82 million people, which the agency says is over eight times the UAE's population, according to its Dubai Lynx 2022 entries
- Coverage by more than 380 broadcast networks in over 50 countries, according to the same entries
- The Hope Probe's arrival on YouTube was the most-watched live stream ever in the UAE, according to the agency
Case study source: Government of Dubai Media Office Source ↗
Awards
- Clio Awards 2022Clio Awards / Public Relations / Special Event/ActivationBronze
- Clio Awards 2022Clio Awards / Experience/Activation / EventsBronze
- Cresta Awards 2021Digital Design – OOH Digital InstallationsGold
- Cresta Awards 2021The #OMG AwardSilver
- Cresta Awards 2021Social – Influencer CampaignsBronze
- Cresta Awards 2021Ambient & Experiential – ExperientialGold
- Cresta Awards 2021Ambient & Experiential – AmbientGold
- Cannes Lions 2021Outdoor – D01 DISPLAYSSilver
- Cresta Awards 2021The 'Wish We'd Thought of That' AwardBronze
- Dubai Lynx 2022: Grand Prix in Brand Experience & Activation, Gold in Media, Silver in Brand Experience & Activation, Outdoor and PR, and Bronze in Direct
Credits
- Production
- NuFormer
- PR
- Markettiers
