7X, formerly known as Emirates Post Group, has launched its latest ‘The Maestro’ campaign, spoofing the creative process and taking a humorous route to communicate its recent rebrand to new audiences, particularly the youth in the region.
For this campaign, 7X has partnered with rising Emirati comedian Abdulla Almamari and Emirati artist Maitha Mohamed to get one point across, which in Mohamed’s words are, “People need to know that Emirates Post Group is not only rebranded to 7X, but that 7X is the parent company under which lie four entities, including Emirates Post, shipping and delivery services company EMX, currency exchange and money transfer services company FINTX, and digital transformation services company EDC.”
To share this message, 7X’s The Maestro campaign has created a fictional marketing character whose over-the-top ad pitches attempt to capture the brand essence. Emirati comedian Abdulla Almamari presents a series of increasingly outlandish ideas, but has to deal with constant feedback on his ‘creative process’.
This blend of humour and creative storytelling has proved extremely effectively in amplifying 7X’s rebrand with total views for the campaign crossing the 3.7 million mark. Additionally, the campaign garnered a total of 7.8 million impressions, demonstrating strong audience interest.
“Each episode resonated with viewers, creating substantial engagement and amplifying the campaign’s impact across our target demographics,” leaders at the 7X parent company told Campaign Middle East in a statement. “This campaign was launched with the primary goal of maximizing the impact of our rebrand and reinforcing the brand’s credibility. It aligns with 7X’s broader rebranding objectives, engaging younger audiences while reinforcing our commitment to innovative storytelling.”
The campaign was launched through the official social media pages of 7X. The rebranded entity also collaborated with social media influencers who posted the campaign episodes on their social media handles, amplifying its reach.
“We also encouraged audience participation by asking for their ideas to better illustrate 7X’s brand evolution. This was integrated into the campaign to support ‘The Maestro’ in crafting an impressive pitch for his Big Boss. These initiatives were released at regular intervals to directly engage the audience and gather insights into their perception of the 7X brand,” leaders at the 7X parent company told Campaign Middle East in a statement.
The Maestro campaign was executed with InFocus Media Agency, managing all aspects, including creative development, production, digital strategy, and media execution. The campaign ran for two months and has now concluded.
“One of our primary goals was to break through the clutter in a crowded media landscape, and we succeeded by creating content that resonates on a personal level. The campaign’s unique storytelling and humour have not only captured the attention of our audience but also sparked positive recognition and conversations within our community,” the leaders at 7X concluded.
CREDITS:
Client: 7X
Creative development, production, digital strategy, and media execution: InFocus Media Agency
