الجمعة، 30 أكتوبر
The National / United Kingdom and United States / 2021الأفلام · التواصل الاجتماعي · الرقمي والتقنية

⁨The Middle East Explained⁩.

⁨The National uses the gaps in Western news coverage to introduce its Middle East reporting to new readers.⁩

العلامة التجارية
The National
الوكالة
MRM
السوق
United Kingdom and United States
المنطقة
عالمي
السنة
2021
شاهد فيلم الحملة على المصدر ↖

التحدي

⁨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.⁩

الفكرة

⁨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.⁩

النتائج

  • ⁨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.⁩

مصدر دراسة الحالة: Little Black Book المصدر ↖

الجوائز

  • 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)

فريق العمل

الوكالة الإبداعية
MRM
الرئيس التنفيذي للإبداع، MRM UK
Nicky Bullard
Client and publisher
The National

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