Initiative wins at Festival of Media MENA 2016

April 26, 2016 | Share this article

Initiative has won Gold, Silver and Bronze awards at The Festival of Media MENA 2016 awards.

The winning campaigns cover three categories, including Best Entertainment Platform, Best Use of Video and the Effectiveness Award.

The winning Gold award for Best Use of Video was awarded to Initiative’s The Green Genie campaign for telecommunications company, Etisalat. The campaign was launched during the busy Ramadan season with the objective to get people talking about Etisalat with a focus of winning share of voice against their main competitor, Vodafone.

Previously, Vodafone had been using a character called ‘El Mared’ the genie, who became synonymous with the brand and always dressed in red. However, he did not appear in their all-star Ramadan TVC. The campaign for Etisalat ignited a light-hearted brand war convincing ‘El Mared’ to switch sides and start promoting Etisalat instead – and in turn, change his color to green. The campaign was a huge success that put Etisalat at the center of the conversation and the Festival of Media awarded Initiative the top award for its innovation and creativity.

The Silver for Best Entertainment Platform was awarded to Initiative’s Sing for Abdo campaign for Dubai Media Incorporated to help launch its first interactive music show ‘Fanan Al Arab’. The Bronze Effectiveness Award, which rewards the campaign that achieved the most against its stated sales targets, was given to Initiative’s Step Up for Life campaign with client One Touch.

The Festival of Media MENA Awards were held in Dubai and celebrated the best in media thinking and rewarded the very best work in the MENA region.

Initiative’s wins in full:

GOLD – Best Use of Video – The Green Genie, Etisalat

SILVER – Best Entertainment Platform – Sing for Abdo, Dubai Media Incorporated

BRONZE – The Effectiveness Award – Step Up For Life, One Touch