The Saudi-based soft drink company recently signed an agreement with Maktoob.com to use Clipat, the site’s video sharing portal, to host its new micro site for ‘Supe-Up My Ride.’ competition.
Aujan, known for its youth-oriented communications strategy, is the only regional company so far to take the plunge into this new medium, seen by many as the future of communication.
Clipat, launched by Maktoob in February, has emerged as the region’s premier site for user-generated content, a phenomenon that has taken the world by storm. Clipat users are able to upload their videos and post them in relevant sections. They can also forward links to videos. This sharing allows videos to go “viral,” a process by which a popular link can reach millions of viewers overnight.
In ‘Supe-Up My Ride,’ contestants are invited to upload video clips of their run-down vehicles, with winners having their wrecks transformed into flashy customized cars. Aujan, whose edgy, playful communication campaigns have enjoyed huge success, sees Clipat as a new platform for the highly acclaimed “This is me” campaign. The initiative has already captured the imaginations of young people in the region, who view it as fun, unique and, more importantly, created by people just like them.
“Barbican is known for its relationship with Arab youth, and we feel the ‘Supe-Up My Ride’ communication will further strengthen this bond,” said Tolga Sezer, Aujan Industries’ Executive Vice President. “Firstly, youngsters in this region are car enthusiasts, as evident with the success of our recent sponsorship with MBC 1’s car customization show Dale3 Sayartak.”
Sezer added: “Today’s kids are more receptive to messages from their peers. Aujan was the first company in the region to recognize this, as reflected in our previous TV ads, which are shot in the style of friends filming each other, using real people instead of actors. Establishing a presence on Clipat is just a reaffirmation of our overall communications direction, which is to speak to young people in their own language.”
Sezer also emphasized the shift in media consumption among the brand’s target audience, with the Internet offering a window to the world, particularly to young nationals. Saudi nationals aged between 15 and 24, he pointed out, are increasingly spending their time online and deriving content from a multitude of sources. “We believe our amplification of Clipat will generate the viral effect we want for our youth-oriented brand,” he said.
Tuesday, June 5- 2007 @ 16:40 UAE local time (GMT+4) Replication or redistribution in whole or in part is expressly prohibited without the prior written consent of Mediaquest FZ LLC.