The Pocket Rocket Takes Centre Stage
2021 MEPRA Awards Gold Winner, Best Use of Digital PR, Best Campiagn- UAE
Submitted by
Gambit Communications & Abarth
About the Campaign
Abarth is an Italian performance car brand with little brand recognition in the Middle East region. Gambit was tasked with developing a comms campaign that would create real impact on sales and brand awareness, using just one press car and a budget of less than $20,000 in the midst of a shrinking automotive media scene and a demanding influencer scene.
Our grassroots ‘Story-Telling, Story-Showing, Story-Doing’ strategy, allowed us to use multiple editorial-based, visual-based and experiential-based platforms to engage with a huge group of talented content creators, Abarth community members, press experts, young opinion leaders, tastemakers and trend-setters. It involved people who are identifiably cool and talented, representing an ethnically and gender diverse group.
Result? Abarth had its biggest ever sales year in the region, with 38% sales growth, 470 press stories, a quarter million organic YouTube views, a quarter million Likes, 35% Instagram growth, and over 4 million impressions.
Presented by
Jamal Al Mawed, Founder & Managing Director at Gambit Communications
Emirati/British/Palestinian hybrid with over 14 years’ experience handling the PR and Communications of multinational brands overseeing more than thirty countries, Jamal’s career before founding Gambit Communications took him to senior roles at leading brands such as Rolls-Royce Motor Cars and the Dubai Properties Group.
Pioneer in Social Influencer Engagement, Al Mawed has spoken at over 20 PR and Marketing summits across the world and is a university guest lecturer, senior judge for industry panels, magazine columnist and guest radio speaker for literary book reviews.
Selected by The Holmes Report in the prestigious EMEA ‘Innovator 25’ list for 2019 alongside names such as Greta Thunberg, and in the PR Week Power Book 2019 & 2020, while in 2016 he was named by The Huffington Post as one of ‘Ten to Watch’ in the Middle East MarComms Industry. Early in his career he was the recipient of the MEPRA ‘Young Communicator of the Year Award’.
Location
This is a virtual session hosted on Zoom.
Date & Timings
April 13, 2022. 12:30pm-1:30pm GST