Music is one of du’s strongest communication platforms and the focus for its du Live! offering.
When the company won one of the first naming right deals in the region for two high-profile Abu Dhabi music venues, it wanted to announce it in the most surprising and memorable way possible. But time was of the essence.
As du’s live communications agency, we put together a press conference with a difference.
Ambient lighting, relaxed seating and a 360-degree surround of plasmas and totem graphics created the feeling of a VIP lounge at a concert, for an audience of media, local dignitaries and du stakeholders.
As guests took their seats, an exciting audio-visual display set the scene. First, a cheering crowd. Next, the sound of instruments being tuned. A big concert atmosphere started to build. Then the curtains opened to reveal a high tempo film showcasing a montage of previous du Live! music events and activations, along with vox pops from the performing artists.
Wonho Chung - a popular Korean comedian with fluent Arabic – was chosen as the event MC, adding to the atmosphere of informality and fun, and setting the experience apart from the region’s traditional, straight-laced press conferences.
The event hit a high note in the media, as well as with the client, featuring in 12 publications with a total circulation of over a million readers. It also appeared on 32 websites, four radio and TV shows and trended number one on Twitter for the UAE.