Classified

We created the first ever ad funded web series in the Middle East to bring the latest Range Rover to young affluent Arab males.

The challenge

The Evoque is a brand new member of the Range Rover family. Our challenge was to launch the car to aspirational, image conscious Arab males to drive sales.

Our insight

The new Evoque audience are Digital Natives, who often reject traditional advertising, so any communication should be entertaining content which they can consume and share.

Our solution

We wanted to bring the Evoque’s world to life, so we had to create something which would entertain people and, at the same time, embody its values.

In partnership with MBC, the region’s No.1 media network, we co-produced the first advertiser funded web series in the Middle East – a five-part dramatic thriller, Classified, directed by the award-winning Ali Mustafa. Episodes were launched on mbc.net with series trails running across MBC TV channels. Online, we built buzz through display and social, revealing additional content as we went. The series was also screened as a movie at Range Rover dealerships and other owned platforms.

The results

• Sold out across the Middle East until the following year
• 248,845 views across all channels
• $10million+ media and PR value
• Ranked #1 film of the year (Campaign)