Getting Video Creative – five hacks to improve your media impact

Not everyone can be a Steven Spielberg, but we all have the tools to make much better video content

I’ve been playing around with video recently, partly because I’ve wanted to and partly due to necessity (we all live and die by budgets). I wanted to share with you a couple of simple ideas that you can use in your day to day work to produce much better video. And action!

The Right Lenses

Most of us have brilliant cameras in our pockets. Your smartphones are probably more powerful than five year-old DSLR. But one area which can be improved on your smartphone is the lens itself. If you don’t have over US$1,300 bucks to shell out on the latest iPhone of Galaxy, why not buy a couple of lenses to attach to your camera.

I did that, and shelled out money on lenses from a US firm called moment. Have a look below.

These lenses are simple to mount (you also need to get a case from Moment), and you can get wide, telephoto, and also anamorphic (used for filming) lenses that add so much to your photography and videography. The lenses aren’t that expensive (you can even buy used lenses for about 70 to 90 dollars), but they really make visuals pop, especially the wide and anamorphic lenses. Moment also has a very useful camera app that gives you much more control over your picture-taking (you can set ISO, shutter speed and other wonderful stuff via the app). Check out Moment’s product range here.

Stop the Shake!

The one thing that cameras aren’t great at doing is dealing with shaking hands. But help is available, thanks to the increasing number of gimbals on the marketplace. I bought a DJI Mobile 3, a really handy device that allows me to keep a steady hand whilst filming. Gimbals can do all sorts of things these days, including shooting options such as object tracking and hyperlapse. They’re also being bundled with mobile apps that allow you to quickly edit and share the content. If you’re looking to get rid of the shake, a gimbal is the way to go. This costs about US$100 to US$130 dollars with a kit that includes a stand (which is very, very handy).

Shooting Top Down

The other big change in videography is drone filming. Shooting from the air used to cost a small fortune. Now, that’s been turned on its head, and you can buy a drone with a HD camera for about US$500 dollars. If you want to splurge, you can even now buy a drone with a Hasselblad lens (Hasselblad to cameras is like Ferraris to cars). I splurged for a second DJI project, the Mavic 2 Pro. The latest drones allow you to do a whole host of things that’ll transform your video capabilities (nothing beats hyperlapse or active track which makes the drone automatically follow a moving object).

The Editing Piece

Ok, you’ve got the content but is it going to be the final product? I doubt it! You’re going to need an editing tool. And, ideally, that tool will be on your phone. One of the best and simplest out there is Adobe Premiere Rush, an app that sits on your phone and lets you edit your content (both video and audio).

Premiere Rush offers lots and lots of benefits, including reframing your video depending on the platform and device you’re shooting for (is it vertical, 9:16, or horizontal, 16:9), graphics templates, and also a sync option so you can start editing on your mobile and continue editing on your computer.

If you’re looking for a simple video editor to start with which is initially free, then try out Adobe Premiere Rush. You can thank me later.

And Subtitles!

Last but not least, please do subtitle your videos. It’s a simple final step that adds a lot of value to your work (how many times have you watched a video and not been able to turn on the sound?). One tool I use is Veed, which is an online subtitling service that uses algorithms to automatically subtitle. You’ll still need to edit those subtitles for mistakes, but Veed makes subtitling pretty simple. And at a cost of US$20 a month, it’s affordable.

Check out Veed and see if it works for you.

Rebranding for ‘soft power’ – examples from the Gulf

Aramco is looking to spend millions on promoting itself (image source: Twosmokingbarrels)

Now is a good time to be in the branding business, at least here in the Gulf. A slew of governments and government-owned assets are launching brand campaigns. At the beginning of the month, the UAE government announced that it’d be launching a national competition to create the first brand entity for the UAE – seven Emirati artists from each of the country’s seven emirates would work to design a logo and slogan to market the country in campaigns abroad. According to The National newspaper, “Once unveiled [the new brand] will be used widely by government departments and in marketing and adverts.”

The aim of the UAE brand is to reflect a truly Emirati character abroad, which will be based on four values. These valies are ‘giving’, ‘tolerance and openness’, ‘credibility’ and the ‘leadership values’ of the country’s founding fathers.

The second brand launch of note was by the Abu Dhabi National Oil Company, better known as ADNOC. The UAE’s largest oil firm launched its first ever national branding campaign last week, under the tagline ‘energy for life’. The 95-second video commercial which fronts the campaign was shot by Emirati director Ali Mostafa and shows the young Emiratis in areas such as aviation, science, exploration, space, the arts and sports. The new video is below (it’s subtitled in English), and will be shown across the UAE soon in cinemas and on social media.

The third example is from Saudi, Saudi Aramco in particular. The world’s largest oil and gas company, which launched its IPO this month, will, according to the Daily Telegraph, “splash out nearly £200m on a global marketing blitz next year, as the richest company in the world steps out from the shadows and tries to elevate its public profile. The oil behemoth’s huge advertising push will follow its long-awaited flotation next month when it starts trading publicly on the Saudi stock exchange.”

What’s fascinating about these three examples, and others, is how these brand campaigns are being used to build and project soft power. Look for example at the ADNOC video, which features art, humanitarian aid and sports; this isn’t your regular branding campaign for an oil and gas company. Likewise, with the UAE’s national rebranding campaign the focus is on Emirati values – it’ll be fascinating to see how this unusual approach to nation branding resonates with people outside of the region, especially as emirates such as Dubai and most recently Ras Al-Khaimah have built themselves up as tourism destinations in their own right.

Saudi Aramco’s marketing blitz is the most interesting of all. The company is listing in Saudi Arabia, and it hasn’t announced plans to list outside of the Kingdom. According to Reuters, “the Saudi government will face a one-year restriction on selling more Aramco shares following the domestic listing, according to the sources, meaning any overseas IPO is unlikely to be held in 2020.”

The concept of soft power was the American academic Joseph Nye, who served as a senior official in both the state and defence departments. He believed that various concepts such as culture and communications could direct the decisions/behaviour of others without the need for military force. Soft power influences others using intangible concepts like culture, ideology and institutional norms. And it’s a concept that’s usually talked about, and wielded by, governments. Companies don’t talk about soft power (though they do care about reputations).

And that’s not all. Given that both ADNOC and Saudi Aramco are primarily B2B, it seems these exercises are means to create brands that are based on and aligned with a governmental approach to building soft power. But given they are brands whose businesses are based on oil and gas, will this approach to reputation building work with a Western public who are openly agitating for a greener, more sustainable future?

As always, thanks for reading. And let me know your thoughts.

The Importance of Execution: Lessons from the Night of McDonald’s Giveaways

Any idea is only as good as the execution. Which McDonalds found out on Thursday

Now, I love my creativity when it comes to marketing and communications. Especially when it involves bridging the online and offline worlds. McDonalds should have come up with a cracker of an idea.

For one night only, the fast food chain was giving out freebies including “Night In” apparel and accessories, including McDonalds-branded loungewear, socks, slippers, games, and more. All consumer had to do was order their food on the 19th of this month between 7:00PM until 3:00AM, online, via the call center or an app. All the surprise items were to be distributed randomly on a first come, first serve basis while supplies last.

Sounds good so far. They’d also gone out and promoted the campaign through influencer marketing, as well as via their own social channels.

So, what’s the problem I hear you say? Let’s go back to what I first spoke about, namely execution. If you don’t fulfill your promise, then consumers will get annoyed. And they’ll vent on social media. And there was ALOT of venting at McDonalds.

It gets worse for McDonalds. You know a stunt has failed when the UK’s biggest tabloid covers the story with the headline “Burgers and Lies”. And, on a side note, the response given to the Sun left me scratching my head; surely they could have promised to deliver items to all those customers who missed out (the response is below), rather than focusing on those who did get free swag.

“Thousands of customers received a surprise in their McDelivery orders last night, however we know how popular the limited edition merchandise has been and are sorry that some customers were disappointed not to receive any. This was the most amount of merchandise we’ve ever distributed in the UK and Ireland so we are delighted to see so many customers sharing their McDelivery socks and more on social media.”

How to Prep for Executions

Getting campaigns right takes a great deal of planning and experience. But there are a couple of basic pointers to bear in mind.

  1. Ensure that you have enough materials/gifts to go round. Look at previous campaigns, tally up the anticipated numbers of people who will take part, and order extra so you have a buffer. It’s better to have items left over at the end and your customers happy, than leave customers feeling as if they’ve been cheated (and the same applies to people – if you need more people for a campaign, then bring them in and train them up pronto).
  2. Clearly communicate with your consumers and partners. With this campaign, there were multiple partners involved, including call centers and delivery drivers from different companies. It’s clear that some of these drivers didn’t know about the campaign.
  3. Update these people too with new information. If there’s an issue with delivery and execution, let your call center staff and social media people know so they can proactively share information/share the correct information, rather than sharing incorrect information and making a situation worse.
  4. Treat every consumer as a person. Consumers aren’t stupid – they’ll see how social media accounts are basically copying and pasting responses to every single complaint. Don’t do that – respond like a person, not a bot. Consumers will appreciate it.
  5. If something goes wrong, do your best to fix it. There’s many consumers out there who didn’t get any free gift on Thursday night, and they’re still writing to McDonalds. Get them a gift, and do it asap. A brand can fix any issue, as long as they act quickly, sincerely, and proactively engage the consumer. If they don’t, that consumer will be lost.

That’s it from me for today. If you have any of your own tips to share on executions, please do send them across!

Zain and the art of values-based branding in Ramadan

The Kuwait-based telco Zain has led the way on integrating societal messages into its Ramadan advertising campaigns. When will other firms follow suit?

I’ve often talked about the importance of telling a story through values, be it in advertising or through narrative-building. And yet, it still surprises me how few brands in the Middle East are looking to move beyond simple product marketing to embrace a bigger cause. Think of your Nikes, your Ikeas and all of those FMCG firms who are engaging on big societal issues such as race, gender and the environment. Every single big idea I saw when judging Cannes last year was built around the premise that brands need to take a stand on an issue that consumers care about.

There’s one Gulf-based company which understands this. For the past couple of years, the Kuwait-based telecommunications firm Zain has released adverts that are all about a big issue. They’ve tackled terrorism in 2017, the issue of refugees in 2018, and this year they’re tackling the subject of tolerance.

There’s lots to read into this advert, from the messaging around how religion is twisted by those who hold intolerant beliefs, to the issue of the bombing of peoples and places due to their religious affiliation. Even the choice of singers is interesting; one of the singers is Najwa Karam, a Christian Lebanese who has been accused of holding anti-Muslim views. At a time when the issue of tolerance and acceptance is on the agenda of many, including governments, Zain’s team have used their Ramadan budgets to create another values-based advert that people have been talking about (the video is currently #39 on YouTube’s trending list).

I’ll leave the video to do the talking. I wish others would have the marketing bravery to follow in Zain’s footsteps and tackle big societal issues. As marketers, we have the chance to shape societies for the better. Let’s make ads that make people watch to the end as they think over the message, rather than make people click on the skip button after three seconds.

Careem and Uber – Lessons on how to do Acquisition Communications

Uber’s acquisition of Careem was a masterclass in how to do M&A comms. Careem’s message (and who delivered that message) didn’t help to assuage unhappy customers

We’re a couple of weeks in, and the whole swell of media attention has gradually faded out. The mammoth US$3.1 billion deal by Uber to purchase Careem made headlines globally – it was the largest in the Middle East for a tech startup, and it focused the world’s media on a regional success story. The deal also comes before an IPO that will catapult Uber into the big leagues of the multi-billion dollar tech firms who have gone public. It’s unsurprising that so much attention was paid to the deal between the two dominant ride-hailing apps in the Middle East.

For those of us in the region, what’s also unsurprising is the feeling that many have for both brands. Uber and Careem are Marmite brands, with Middle Eastern consumers either loving or hating them. Some will swear by Careem, and refuse to take an Uber. Given the strength of brand loyalty, it was especially important that the two companies, communications functions and executive teams get the messaging right.

Lessons from Uber – Speed Matters, Keep It Simple and Engage Everyone

I’ve lost count of the number of times that a deal between Uber and Careem has been talked about. I’ve even joked with journalists who seem to get constantly misinformed by the comms teams at the firms. There were leaks, but many of us took the latest piece about any deal with a pinch of salt. When news of the deal was broken on the 24th March by Bloomberg, it seemed different. There were specifics in terms of numbers, on how the Careem brand would disappear into the Uber operation, and on how all shareholders needed to be informed.

Two days later, the deal was confirmed. Uber announced the deal. The format was strange for many of us here, where social media dominates. Instead of a tweet, Uber sent out an email. The copy was short but succinct, with the option of clicking through to Uber’s website. The emailer can be seen in full below.

The email’s message was repeated throughout social media. Uber’s CEO
Dara Khosrowshahi has spent ample time here in Dubai, both giving media interviews to regional press as well as the global newswires, as well as meeting with government bodies to reinforce media interviews to reinforce the message, and government engagement as part of an engagement tour.

On a side note, Uber’s CEO is a dream executive for communicators. He’s composed on camera, he sticks to the message, and he leans in, showing respect for those he’s engaging with. It’s a stark contrast to how things used to be at Uber.

Lessons for Careem – The Messenger Matters

While Uber was straight out of the blocks with a coordinated message, Careem amplified that message through its own social media channels. However, the response was mainly negative, with many users fearing that Careem would become Uber. The Careem comms team understood this, and their messaging was focused on Careem remaining independent post merger.

While this approach makes sense, what they failed to do was personalize the message. They should have used their CEO Mudassir Sheikha to record a video message about the acquisition, focusing on why it made sense for Careem and how the company would be staying independent (they could have also turned to their Saudi co-founder Abdullah Elyas to record the same message in Arabic).

Personal messaging matters to the public – they need to see and hear a person they know, rather than a brand. Given the importance to Careem customers of independence from Uber, I ‘m not surprised that an email from Careem’s CEO to employees ‘was leaked’ to the media last week, which re-emphasized that the company will operate as a stand-alone entity (nothing leaks, unless you’re Julian Assange or the White House). The fact that Careem’s comms missed the mark on the independence message on the first day of the deal means that they’re going to have to repeat this message. The lesson here is get the message right the first time around.

What’s also fascinating is to see how Careem’s own users shared messaging the company put out in 2016, focusing directly on how it was better than Uber. The advertising wasn’t so subtle, as you can see from the video below which is still up on Careem’s Youtube site.

Consumers remember what a brand does, especially when it involves direct attacks on competitors. That’s why such activities are pretty rare. Now that Careem is part of Uber, I’m a little surprised these ads are still up on Careem’s social media. Maybe it’s time the team remember that they shouldn’t only look ahead in their messaging, but they should also look behind to what was done previously to see if it doesn’t impact their current messaging.

That’s it from me. If you have any insights you’d like to share, please do get in touch!

A Women-Only speaker list for marketing and comms in the Gulf

Jehan BoldTalks

A recent LinkedIn comment on an event happening in a couple of months time has led me to write this post, which I initially featured on LinkedIn and which I’m now posting here so people can find it more easily (LinkedIn, your SEO is lousy). The person asked, rightly, why the event only had two women speakers out of a total of nineteen. She could have also asked why there were no Gulf women on the speaker list. In an effort to help event organizers find these speakers and promote diversity on stage. I’m also tired of manels and mansplaining!

All the women below are exceptional in their own right, and these are all people I’ve worked with or heard speak. If you’re organising a marketing, media, communications or public relations conference in 2018 or beyond, you need to include these women in your event.

For added measure, I’m including a number of women who are based outside of the Gulf. If there’s any additional suggestions, then please do share them and I’ll add to the list. And apologies for leaving anyone out.

Jehan Abdulkarim – A Bahraini national, Jehan has worked in the private sector for over 15 years, at blue chips such as Cisco, Oracle and Accenture. She’s also worked as a journalist. She’s the most senior Gulf woman I know working in non-government, and she regularly talks on issues relating to marketing and comms in emerging markets.

Maha Abouelenein – Egyptian-American Maha has worked for a host of tech firms such as Google and Orascom, as well as agencies such as Weber Shandwick. She’s based between Cairo and Dubai, and often talks about marcomms in the tech sector, as well as issues relating to government and public affairs.

Saba AlBusaidy – Oman’s Saba Al Busaidi is one of the most prominent advocates of digital and social media in the Gulf. She frequently talks about digital marketing in both languages, in Arabic and English. Saba was the first Omani women to to be certified as a Social Media Strategist. She has also played a big role in supporting local talent and small-to-medium enterprises.

Dr Hessa AlJaber – One of the highest profile government figures in the Gulf, Qatar’s Dr Hessa AlJaber has led her country’s ICT strategy for over a decade. Dr Hessa has keynoted many an event, with a particular focus on the impact of technology, and the need to promote STEM education among the region’s youth.

Hind Al-Nahedh – A pioneer in the social media space, not only in Kuwait but in the wider Gulf, Hind Al-Nahedh’s experience spans Corporate Communications, social media, integrated marketing, collaboration and blogging. Hind is often sought out to talk about social media and content/influencer marketing in the Gulf.

Princess Reema Bint Bandar Al-Saud – Princess Reema’s work across philanthropy, social purpose and business has consistently challenged gender conventions in conservative Saudi Arabia. In 2010, the marketing and PR worlds took notice when Princess Reema’s ‘Woman’s Stand’ campaign won Best in Show at the EMEA SABRE Awards. Her work in CSR and in marketing means she’s often approached to talk at events and conferences.

Fida Chaaban – Lebanese Canadian Fida straddles both the media and communications worlds. Prior to her current role, she was the editor-in-chief of Entrepreneur Middle East magazine. Today, she serves as the chief communications officer of KBW Investments. With an eye for both, Fida talks about how the two can learn from and improve one another.

Elda Choucair – As the CEO MENA at agency PHD, Lebanese national Elda is probably the most senior woman working on the agency side today in the Gulf region. Elda’s specializes in media planning and strategy. She’s also often asked to talk about how the industry can better promote/support women who want to work in the advertising & creative industries.

Ganga Dhanesh – As Assistant Dean for research and graduate studies at Zayed University’s College of Communication & Media Sciences, Singaporean Ganga is playing a key role in developing the next generation of Emirati female communicators. Ganga’s research areas are strategic communication management, corporate social responsibility and internal relations.

Mariam Farag – Marian leads CSR for MBC, the largest broadcaster in the Middle East region. She’s also worked with the United Nations. Mariam often talks about a number of her passions, including corporate social impact, storytelling, humanizing the brand and youth development.

Maria Gedeon – A destination marketing executive with over 14 years of experience, Maria heads up marketing for Majid Al Futtaim Cinemas. She’s also a board member for the Marketing Society and talks about the challenges and opportunities facing the industry.

Noha Hefny – An Egyptian national with 16 years of experience in comms roles with the United Nations, PepsiCo and McKinsey & Company, Noha talks about issues such as mentorship, social entrepreneurship, brand and corporate reputation.

Louise Karim – Living in Dubai since 2009, UK national Louise has led marketing teams at leading regional and international companies including DABO & Co, The Dubai World Trade Centre and Emirates Airlines. Today she manages mums@work, a female-focused recruitment agency. Louise often talks about the issues women face in the industry.

Eleni Kitra – As a global sales lead for Facebook across the Middle East and Pakistan, Eleni is an expert in contemporary digital marketing trends. A Greek national, Eleni has also worked as the MD for OMD Greece. She’s also passionate about mentoring.

Zaira Lakhpatwala – Zaira is the best-known female journalist in the Gulf reporting on the marcomms industry. Zaira heads up Communicate magazine, part of the Mediaquest Group, and she often moderates panels on the marketing and communications industry, on a host of subjects. If you’re looking for an expert/journalist, Zaira is your woman.

Summer Nasief – A Saudi national with a distinguished career in the private sector, Summer has led technology teams for the likes of IBM, Honeywell and Microsoft. Summer talks about innovation and how technology is changing a host of industries, including marketing and communications.

Maysoun Ramadan – Hailing from Jordan and Turkey, Maysoun is the head of Communication and Public Affairs for Roche Diagnostics Middle East. Maysoun’s passion includes talking on the issues of gender parity and female representation. Maysoun is also an EMENA board member for the International Association of Business Communicators.

Fiona Robertson – Fiona is a Senior Associate in the Technology, Media and Telecommunications practice in Dubai’s Al Tamimi & Co. law firm. In plain English, that means she knows the region’s media laws better than anyone else, and is able to knock the eyeballs of any audience out of their sockets with her understanding of legal issues.

Kindah Sais – A Saudi national with Lebanese roots, Kindah is the Global Diversity & Inclusion (D&I) Leader, for the Middle East and Africa at Boeing International. Her career includes roles at Procter & Gamble, and Ogilvy. Kindah talks about the importance of creating diverse and inclusive work places and teams for firms based in the region.

Heba Sayed – As an IBMer who works across both marketing and technology, Egyptian national Heba is often asked to talk about how technology can be better leveraged by both marketeers and communicators in the areas of customer engagement, augmented intelligence (IBM’s definition for artificial intelligence) and digital solutions.

Valerie Tan – As the VP for communications at Emirates, Valerie is one of the best speakers out there on contemporary communications practices. A Singapore national, Valerie is able to give a unique perspective on communications across the Middle East and Asian Pacific region.

Zain Ramadan’s ad, the MBC ban and how politics & business mix in the Middle East

This week Zain put out its Ramadan ad. The Kuwait-based telecommunications company has a reputation for mixing politics into its messaging during the holiest month of the year for Muslims. The company’s advertisement last year, which took on the issue of extremism through a portrayal of suicide bombings and terrorist attacks, became a viral hit in the Arab World.

This year, Zain’s timing is impeccable. The topic of the video is Jerusalem. You can watch the video below (it’s subtitled and includes a couple of nifty cameos by global leaders such as Angela Merkel as well as Donald Trump). There’s also a good description of the video and its context provided by The National’s Naser Al Wasmi. Already there’s been two million views of the video in less than two days.

Zain’s stance on political advertising is unusual. While there’s been a movement in the West for companies to take a stand on political issues that were once deemed to be off-limits (for example, immigration in America), companies in the Middle East rarely speak about wider societal issues.

While Zain’s latest Ramadan video may prove popular with many (Zain has operations in eight countries in the region, including Jordan, Iraq and Lebanon), there’s been reports in the Kuwaiti press that the MBC Group, the largest satellite television station, has banned the airing of the ad on their stations during Ramadan. MBC, which is Saudi-owned, banned the airing of Turkish soap operas in March of this year, a decision which surprised many given the popularity of Turkish dramas across the Middle East but which must be viewed in light of recent Saudi-Turkish relations.

Zain’s Ramadan ad is a rare example of a Middle East business taking the brave decision to use its media voice to take a stance on a political issue. But as has been shown by MBC and other voices online, it’s neither easy nor simple to take on a political issue in a region which is already politically divided across multiple fault lines.