The National / United Kingdom and United States / 2021Film · Social · Digital & Tech
The Middle East Explained.
The National uses the gaps in Western news coverage to introduce its Middle East reporting to new readers.
- Brand
- The National
- Agency
- MRM
- Market
- United Kingdom and United States
- Region
- Global
- Year
- 2021
The challenge
Build awareness of the Abu Dhabi-based news publication in new markets and show audiences what they miss when Middle Eastern stories receive limited coverage.
The idea
Data-informed films show only the proportion of positive Middle Eastern stories represented in Western coverage, using the missing portion to invite audiences to The National for the fuller picture.
Results
- WARC's case study reports that the campaign reached more than 16 million people in the UK and attracted regular readers in the UK and US.
Case study source: Little Black Book Source ↗
Awards
- DMA Awards 2021 — Gold, Entertainment, Music and Publishing (source: https://www.decisionmarketing.co.uk/news/rapp-triumphs-at-dma-awards-with-biggest-gold-haul)
- DMA Awards 2021 — Gold, Best Use of Data and Insight (source: https://www.decisionmarketing.co.uk/news/rapp-triumphs-at-dma-awards-with-biggest-gold-haul)
- DMA Awards 2021 — Gold, Best Data Storytelling (source: https://www.decisionmarketing.co.uk/news/rapp-triumphs-at-dma-awards-with-biggest-gold-haul)
- Caples Awards 2021 — Finalist, Creative Use of Data (official results: https://caples.org/library/2021-winners/Creative-Use-of-Data-winners-2021.pdf)
Credits
- Creative agency
- MRM
- Chief creative officer, MRM UK
- Nicky Bullard
- Client and publisher
- The National
