How Geometry Hijacked a Dubai Elevator to Show the True Power of Twitter
Despite the prominence of Twitter in Saudi Arabia, not all media planners are aware of the power of its audience. So, how do you get the attention of these people?
To solve this problem, Geometry went to Dubai’s Media City and paid a visit to the GBS Building – home to a number of MENA advertising and media agencies including radio network ARN and Publicis Media’s agencies. There, the agency reached executives when they least expected it – on their way to work.
Twitter and Geometry hijacked the GBS Building’s elevator and connected each agency’s floor button to their clients’ Twitterspheres. These interactive screens displayed real-time engagement and insight into these audiences.
Pretty rare to have both entertainment and audience insights during an elevator ride... Thank you @CMaalouli and @TwitterMktgMENA for making it happen! #ElevatorTweets #StartWithThem pic.twitter.com/qIzzfbogQX
— Antoine Caironi ⭐⭐ (@antoinecaironi) February 7, 2019
This 👇🏻👇🏻👇🏻 is genius!!! Big 🙌🏻 to whomever came up with this. 👏🏻 https://t.co/EBSwHQCZct
— Tracy Hawkins 🗽🇬🇧 (@_hawko) February 4, 2019
The experience became the talk of the regional media industry, with an impressive impact across only five days. The stunt had 2000+ unique interactions – on Twitter, Facebook, Instagram, and Snapchat – and reached over 100 brands, resulting in a growing interest from media buyers to now invest more in Twitter.
Carla El Maalouli, head of marketing MENA at Twitter, said: “The campaign aims to bring conversations and insights from Saudi Arabia to advertisers in the UAE. Twitter connects advertisers with the most valuable audiences when they’re most receptive and through #ElevatorTweets we’re encouraging marketers to keep consumers at the centre of their campaigns, and to therefore #StartWithThem.”
