Title	IMAGINE DUBAI
Brand	DUBAI CORPORATION FOR TOURISM AND COMMERCE MARKETING (DCTCM)
Product/Service	CITY OF DUBAI
Category	F08. Excellence in Music Video
Entrant	HAVAS Paris, FRANCE
Idea Creation	HAVAS Paris, FRANCE
Idea Creation 2	UNIVERSAL MUSIC GROUP & BRANDS London, UNITED KINGDOM
Media Placement	HAVAS Paris, FRANCE
Media Placement 2	UNIVERSAL MUSIC GROUP & BRANDS London, UNITED KINGDOM
Production	INTERSCOPE RECORDS Los Angeles, USA

Name	Company	Position
Dominique Delport	Havas Group	Global Managing Director HAVAS GROUP
Damien Marchi	Havas Media Group	Global Head of Content
Alexandra Ouzilleau	Havas Media Group	Global Head Of Entertainment Partnership
Chris Behrens	Havas Media Group	Global Entertainment Partnerships Director
Firas Wahida	Havas Media Group	Global Account Director
Anais Mabille de Poncheville	Havas Media Group / Socialyse	Social Media Manager
Cornellia Alezo	Havas Media Group / Socialyse	Social Media Trader
Olivier Robert-Murphy	Universal Music Group and Brands	Global Head Of New Business
Rob Gorczynski	Universal Music Group and Brands	VP, Brand Partnerships
Joseph Kahn	Private	Director
Michele Ann	Interscope Records	Head of Creative
Matthew La Motte	Interscope Records	SVP Marketing, Interscope

The Campaign

We selected the band Imagine Dragons as the ideal artists for our collaboration, who had mass global appeal as well as an interest in the city of Dubai. We developed ‘Location Placement’, a product placement where the product is a destination. With this approach we could showcase the city of Dubai as the backdrop for the band’s new single ‘Thunder’ in a creative and authentic way. The ‘Thunder’ music video was directed by one of the most recognised director in the music industry, which ensured the content not only stood out for its sound, but in its creativity, effects and tone. We also captured exclusive behind the scenes content as well as branded content of the band enjoying Dubai. The content showed Imagine Dragons doing a variety of activities that holiday goers could do there if they visited, to portray Dubai as a travel destination for our global audience.

Creative Execution

• Implementation of strategy All content was released without DCTCM (client) branding, by the band on their own channels, to their followers. This allowed the band’s core fans to first engage with, share and promote the content and their friends to then further extend the reach through powerful peer to peer engagement. • Timeline 11/2016: campaign ideation, planning and strategy 02/2017: Imagine Dragons contract finalised and signed 03/2017: Music video, behind the scenes and branded content filmed. Band teaser photo posts from the shoot 05/2017: official music video released 06/2017: celebratory posts from the band about music video 07/2017 (1 week later): branded content posted by band • Placement Music video was hosted on the bands official Youtube channel. Branded Content and Behind the Scenes Content was posted natively by the band across their owned social media channels.

Our campaign far exceeded expectations, over-delivering on all KPI’s set by the client and achieving our overall target to boost awareness, consideration and appeal of Dubai as a holiday destination. • Reach & Engagement 250 Million video views on music video Over 3 million social engagements • Impact 800% above target $15 million worth of earned media Plus 22% increase in consideration for Dubai as a holiday destination (+24% increase in appeal)

For the ‘Imagine Dubai’ case we placed Dubai (product) into culture, at the heart of the most popular content on YouTube, music videos. Our approach was authentic and enhanced the creative. Working with award winning director Joseph Kahn to direct the film, we used ‘location placement’, where the city of Dubai provides the backdrop for the band to film their new single, Thunder. Consumption was predominantly organic, with content audiences did not want to skip. The music video allowed us to connect with our audience in a new way, providing longevity far beyond that of a usual campaign.

We aligned our creative and distribution approaches to capitalise on the natural life cycle of a music video and album release, in the most authentic way. We did this through organic alignment with the band’s natural promotional period for their new album, which featured Dubai in their new music video ‘Thunder’. We leveraged Imagine Dragons as impactful Influencers within the global music passion point, with all content being posted by the band, on their channels. Our brand message was present in the initial build-up and excitement prior to the new album and single release, during touring, as well as post campaign, with additional content from the band enjoying Dubai. In this way, Dubai was seen as ‘cool’ and a natural fit, endorsed by the band direct to their followers for further peer-to-peer recommendation. Our strategy ensured our campaign could have reach and longevity far beyond a normal campaign.