The United Arab Emirates (UAE) and the U.S. were partnering to do great things together. They thought it was time everyone knew what could be accomplished when two countries with common goals come together.
In collaboration with the Harbour Group, Industrium developed a campaign – beginning with a brand film and supported by digital elements – to explain the benefits of the UAE and U.S. relationship through areas of collaboration: Culture, Economics, Education, Healthcare, Security and Sportsmanship.
The campaign was launched with a brand film that played at the embassy of the United Arab Emirates in front of 475 guests of Ambassador Yousef Al Otaiba. The message of collaboration was reinforced through expandable digital units that ran online at POLITICO, Foreign Policy, The New York Times and The Washington Post.
The response was so overwhelmingly positive, the ambassador played the film a second time just for the media. There were 4 million impressions delivered and 150,000 user-initiated expansions, which represents a 4.6 percent expansion rate.
“Ten fingers ARE stronger than five.”