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Part of Alfa’s CSR is to ad­dress the is­sue of road safety dur­ing the New Year’s pe­riod and it has done so in part­ner­ship with the Min­istry of In­te­rior. Given that the brief was to ad­dress Drink­ing and Driv­ing, the Leo Bur­nett team wanted the com­mu­ni­ca­tion to be straight­for­ward and con­tain a vis­ual link to the brand. Ac­cord­ing to pub­lished re­ports, as much as 92 per­cent of In­ter­net users use emo­jis. So to re­main rel­e­vant to the telco in­dus­try and the au­di­ence it is ad­dressed to, Leo Bur­nett's cre­ative team opted for the emoji lan­guage, us­ing op­po­site emo­jis to ex­press the range of emo­tions and how the dan­gers of drink driv­ing af­fect ev­ery home. The mes­sage is bold and at­ten­tion grab­bing al­though it has a sense of déjà-vu.

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