Al Habtoor Motors, the exclusive distributor of Mitsubishi Motors in the UAE, has revealed to Campaign Middle East how it marked the 53rd UAE National Day, now known as Eid Al Etihad, with a Poetry in Motion initiative, paying tribute to the nation’s rich heritage while leveraging the power of AI.
The Mitsubishi Outlander journeyed through the seven emirates to explore some of the UAE’s most scenic locations, equipped with an AI-powered poetry camera that captured images of the stunning locations and instantly transformed them into soulful poetry.
The campaign tapped into the power of poetry — a cornerstone of UAE’s deep-rooted culture — to showcase the beauty of the country and celebrate its cultural legacy, using the Outlander as a storyteller to capture the diverse charm of the country.
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Speaking to Campaign Middle East, Karim Maksoud, the Managing Director of Al Habtoor Motors, said, “We wanted to create a unique piece of storytelling for Eid Al Etihad and to celebrate the spirit, beauty and cultural essence of the Emirates from a fresh perspective. Our goal was to craft something new and unexpected that resonates with UAE’s identity of always pushing boundaries. National Day is a celebration of heritage, so we paired the traditional art of poetic storytelling with modern AI techniques.”
Al Habtoor Motors collaborated with MullenLowe MENA, Current Global, and UM, whose combined expertise in creativity, production, tech and digital strategy brought the campaign to life.
The teams built a poetry generator, which converts captured imagery from a dash camera into poetry in real time. They then installed this technology on board the Mitsubishi Outlander and allowed it to tell a poetic story as it traversed through the seven emirates.
Watch the behind-the-scenes footage of the ‘Poetry in Motion’ campaign being shot here.
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Maksoud revealed that the campaign primarily utilised digital platforms and social media.
Commenting on the rollout, he said, “We released two versions of the hero video, in English and Arabic, to ensure the message resonated across diverse audiences. Currently, we’re creating a physical book which will gather the journey and package it into one place.”
The campaign ran throughout the Eid Al Etihad celebrations, ensuring its message aligned with the festive spirit of the nation.
“The book will then serve to be a lasting memento far beyond the initial Eid Al Etihad celebrations,” Maksoud added.
Apart from receiving excellent reviews, the creative campaign was also highly effective. Al Habtoor Motors shared results of the campaign following its social media rollout. The campaign achieved a reach of more than 2.9 million, garnering more than 4.2 million impressions.
“These metrics reflect the success of our strategy in capturing attention and connecting with our audiences,” Maksoud concluded.
CREDITS:
Client: Al Habtoor Motors and Mitsubishi
Creative, production and digital agencies: MullenLowe MENA, Current Global, and UM.
