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The Critical Factor

The Critical Factor

30/07/2017 30/07/2017

A client needs to know that an...

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MEC MENA MEDIA FACES TO WATCH 2017

MEC MENA MEDIA FACES TO WATCH 2017

30/04/2017 30/04/2017

Campaign Middle East profiles young...

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Trouble in the Air

Trouble in the Air

09/04/2017 09/04/2017

Content will remain a significant...

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MEC Commerce expands into MENA

MEC Commerce expands into MENA

09/03/2017 09/03/2017

MEC, today announced the launch of...

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The over-analysis of digital - moving beyond behaviour

The over-analysis of digital - moving...

21/11/2016 21/11/2016

"Full-screen takeovers are one of the main drivers of annoyance - the same ads that have a unique selling point of higher engagement and click-through rate.  Perhaps ad-blocking is the kick-starter we needed to re-evaluate our approach", says Scott Spurgeon, Senior Digital Manager.

"Full-screen takeovers are one of the main drivers of annoyance - the same ads that have a unique selling point...

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Performance Content and the future of SEO

Performance Content and the future of SEO

21/11/2016 21/11/2016

"As Google keeps saturating its first...

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COULD THE INTERNET OF ME POWER THE NEXT MARKETING UNICORN?

COULD THE INTERNET OF ME POWER THE NEXT...

21/11/2016 21/11/2016

"The basic idea of the IOT is that...

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DOWNLOADED MENA

DOWNLOADED MENA

20/10/2016 20/10/2016

Topics covered in this issue are; Whatsapp - one step closer to personalisation?, Growth of Over the top video services (OTTv) in Middle East, If Social Media was a State…, Interact with the Virtual World – Next big thing for Marketers, Consumer Influence 

Topics covered in this issue are; Whatsapp - one step closer to personalisation?, Growth of Over the top...

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Blurred lines

Blurred lines

25/09/2016 25/09/2016

You cannot be a siloed specialist any...

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The art and science of content planning

The art and science of content planning

25/09/2016 25/09/2016

For content to be relevant,...

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Here and now

Here and now

25/09/2016 25/09/2016

Space to ponder is sparse in today's media landscape, says Marie Abiad.  Real-time marketing means brands must think on their feet.

Space to ponder is sparse in today's media landscape, says Marie Abiad.  Real-time marketing means brands must...

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The Ultimate Goal

The Ultimate Goal

18/09/2016 18/09/2016

What does ROI mean to you? Yves-Michel Gabay, Regional General Manager MENA and Bhaskar Khaund, Regional Head of TV and Multiscreen respond to the question in the Opinion column of GMRs September 2016 issue.

What does ROI mean to you? Yves-Michel Gabay, Regional General Manager MENA and Bhaskar Khaund, Regional Head of...

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Nagham and Nour in the Graduate issue of Campaign

Nagham and Nour in the Graduate issue of...

29/08/2016 29/08/2016

Nagham & Nour, two of MEC's fairly...

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The march towards addressability

The march towards addressability

23/08/2016 23/08/2016

Bhaskar Khaund, MEC MENA's regional...

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Downloaded MENA

Downloaded MENA

15/08/2016 15/08/2016

Topics covered in this issue are;...

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Focus on Advertising in Bloomberg's Businessweek Middle East

Focus on Advertising in Bloomberg's...

13/07/2016 13/07/2016

MEC has a dedicated content unit, Wavemaker; as well as investing in data scientists, they're hiring creative talent and content specialists.  "Magic happens" when they sit alongside each other, say's Marc Ghosn, General Manager, MEC UAE

MEC has a dedicated content unit, Wavemaker; as well as investing in data scientists, they're hiring creative...

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The future stars of media

The future stars of media

29/05/2016 29/05/2016

Hoda Najem, Performance Media Manager and Karim Refaat, Group Account Manager Social, are whirlwinds in their own right, and rightly deserve a spot in Campaign's Faces to Watch Media 2016.

Hoda Najem, Performance Media Manager and Karim Refaat, Group Account Manager Social, are whirlwinds in their...

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Riding the tide of change

Riding the tide of change

15/05/2016 15/05/2016

As MEC unveils its content factory...

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The missing partner in the startup ecosystem

The missing partner in the startup...

17/04/2016 17/04/2016

Three ways to improve connections between startups and large corporations, says Anthony Giordano, Group Account Director at MEC Dubai.  

Three ways to improve connections between startups and large corporations, says Anthony Giordano, Group...

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Marketers should learn to Code

Marketers should learn to Code

11/04/2016 11/04/2016

Simon Sothcott, Digital Director, MEC MENA, explains why marketers should up thier tech game in the recent (April) issue of Gulf Marketing Review.

Simon Sothcott, Digital Director, MEC MENA, explains why marketers should up thier tech game in the recent (April)...

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Downloaded MENA

Downloaded MENA

22/02/2016 22/02/2016

Topics covered in this issue are; CES...

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Welcome to the amphitheatre of content

Welcome to the amphitheatre of content

08/12/2015 08/12/2015

Don't think of content as a way to 'Wow' an audience but let them find their own 'wow factor', says Karim Refaat, Group Account Manager-Social Media, and Sofia Sacre, Social Media Manager, MEC Access. Article as published in Campaign 29 November 2015 issue.

Don't think of content as a way to 'Wow' an audience but let them find their own 'wow factor', says Karim Refaat,...

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Rise of the Digital Walled Garden

Rise of the Digital Walled Garden

08/12/2015 08/12/2015

Does aligning with one platform limit our data capabilities especially when looking at global deals, asks James Kaye, Head of Response & Programmatic, MEC Interaction. Article as published in Campaign 29 November 2015 issue.

Does aligning with one platform limit our data capabilities especially when looking at global deals, asks James...

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Thinking Small

Thinking Small

08/12/2015 08/12/2015

Now is an era of unicorns and...

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Tapping into the Internet of Things

Tapping into the Internet of Things

01/11/2015 01/11/2015

IoT offers marketers the opportunity...

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Almost famous

Almost famous

05/10/2015 05/10/2015

MEC's Shareen Attavar, Business Unit Director, talks fans, followers and the growth of influencer marketing. Article as published in Campaign 20 September 2015 issue.

MEC's Shareen Attavar, Business Unit Director, talks fans, followers and the growth of influencer...

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The magic of apps

The magic of apps

05/10/2015 05/10/2015

We need to look beyond the mobile...

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The medium data world of media audience measurement

The medium data world of media audience...

05/10/2015 05/10/2015

Welcome to the medium data world of...

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Global Ideas 2015

Global Ideas 2015

13/07/2015 13/07/2015

Welcome to Global Ideas, our annual...

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The Critical Factor

The Critical Factor

30/07/2017 30/07/2017

A client needs to know that an agency's KPIs are directly linked to their own KPIs, says Raja-Paul Youssef, Associate Account Director,...

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MEC MENA MEDIA FACES TO WATCH 2017

MEC MENA MEDIA FACES TO WATCH 2017

30/04/2017 30/04/2017

Campaign Middle East profiles young professionals making waves in the industry today.  

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Trouble in the Air

Trouble in the Air

09/04/2017 09/04/2017

Content will remain a significant challenge for the GCC's free-to-air TV industry, says the regional head of TV and Multiscreen at MEC...

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MEC Commerce expands into MENA

MEC Commerce expands into MENA

09/03/2017 09/03/2017

MEC, today announced the launch of MEC Commerce, the agency’s specialist ecommerce consultancy, in the MENA region. To find out more,...

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"A world first by MEC for Jaguar"
02/05/2016

Dubai, 2nd May, 2016: A historic world first has just been accomplished by British luxury brand Jaguar for its Middle East launch of the All-New F-PACE performance SUV.

In a fitting tribute to the renowned city of firsts Dubai was a worthy choice for Jaguar to launch the F-PACE, the brand’s first SUV, to the Middle East region with a jaw-dropping show on the façade of the city’s globally renowned iconic landmark - Burj Khalifa.

Thousands of Dubai residents, tourists and a handpicked selection of VIP guests turned out to watch the dramatic three minute spectacle with the stunning creative LED Show, which was seen across the world on Jaguar’s online channels and through Youtube Live Masthead, the show was broadcast live in 5 countries, KSA, Kuwait Qatar, Morocco and UAE. 

2nd May itself, saw more than 700,000 livestream views, nearly 100 million total impressions across YouTube, Twitter and Facebook and over 2 million views across all Jaguar MENA videos.  Thanks to the Social Media strategy and the Influencers involved in the event we had more than 4,000 mentions on #JaguarWorldFirst.

The show started with a striking projection of the Dubai cityscape across the huge central panel of the Burj Khalifa façade, with the F-PACE outline roaring into view, scaling the length of Burj Khalifa; representing the performance prowess of Jaguar’s newest addition. A beautifully crafted Arabic calligraphy symbol by renowned Arab artist Wissam Shawkat then took shape on the façade before bursting off screen.

The spectacle culminated in the dramatic reveal of the Jaguar F-PACE, elevated almost six metres off ground-level, framed in a rainbow of fireworks to a choreographed finale, with global coverage.

It all began 3 months ago when MEC and Spark44 pitched an “impossible idea” to Jaguar-Landrover. 

The campaign started on 21st April with the announcement of the Jaguar World First event and on 2nd May it became a reality with Jaguar being the first commercial brand to advertise on the World’s tallest building, Burj Khalifa.

A dedicated team of event specialist, creative specialists, PR agency, social media team, MEC media team led by Michele Ciccarese, Director Partnership & Experience, MEC Wavemaker MENA and Bernardo Jun, Managing Director, Spark44  managed and coordinated the launch of the Jaguar F-Pace in the MENA region.  

MEC managed the partnership with Emaar Properties (owner of Downtown Dubai and Burj Khalifa) for the overall event coordination and the project media strategy.  Spark44 led all the creative assets from ideation of the animation show on the Burj Khalifa to all the Media and Social Content created for the event.

Speaking on the day of the launch, a very excited and proud, Marc Ghosn, General Manager – UAE said, Big achievements come with great partnerships. 

3 months of hard work, unique team collaboration across multiple agencies and exceptional business partners, Jaguar and Emaar, resulted in the first and largest advertising execution, not only in the Region, but in the World.  The story only starts with the commercial execution on the Burj Khalifa façade, what happened in the background was equally exceptional and unique, where we had a team of more than 30, working in the "Live Room" to ensure maximum reach, efficiency and live conversations with audiences across the Region.  On the ground, our newly launched department, Wavemaker, coordinated all the efforts across all agency partners, a total force of 250 people in the event management.

This demonstrates our strength in managing partnerships, events, creative execution, real time data optimization, consumer engagement and communication strategy, mashing all these together and creating exceptional results for our business partners.

Speaking directly after the dramatic reveal, Jaguar Land Rover MENA Managing Director Bruce Robertson, said: “The All-New Jaguar F-PACE is the ultimate practical sports car and the most important launch in our brand history; delivering an unparalleled driving experience. What better way to welcome the F-PACE to the region than with a world-first on the world’s tallest building - the iconic Burj Khalifa.”   He continued, “Although Jaguar is no stranger to world-firsts, it is still a niche brand manufactured on a relatively small scale, and to this point I am extremely proud of the regional team for turning this into such a spectacular global milestone which no other commercial brand, international or otherwise has managed to accomplish - it will be celebrated for years to come.”

A total of 24 shows of 3 minutes each on the Burj Khalifa façade has lit Downtown Dubai for the past 7 days from 2nd May till 9th May and if you have missed it you can view the amazing show on the links below; 

https://www.youtube.com/watch?v=kBlQBWR6M34

https://www.youtube.com/watch?v=16SQok0Y6kw&feature=youtu.be

Jaguar-ME.com/worldfirst

 

 

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