In­sydo asks you to ‘Save Steve’s Job’

Campaign Middle East - - NEWS -

A new dig­i­tal search guide to Dubai called in­sydo has launched an in­au­gu­ral ad­ver­tis­ing cam­paign that puts its mar­ket­ing man­ager’s job on the line.

‘Save Steve’s Job’ is in­sydo’s first me­dia cam­paign, with mar­ket­ing man­ager Steven Worobec hav­ing pumped half his bud­get into bill­boards and a web­site (of him­self) and the other half into his team. The idea is to gen­er­ate traf­fic to the search guide, which cu­rates the top places, ac­tiv­i­ties and go-to ser­vices in the city.

The month-long cam­paign kicked off on Jan­uary 15, with Worobec drum­ming up any sup­port he can get by pop­ping up in key lo­ca­tions, speak­ing on ra­dio, and shar­ing his story via in­sydo’s Face­book page.

“His goal is sim­ple: to get peo­ple search­ing on in­sydo,” said Tanaz Dizadji, founder and chief ex­ec­u­tive of­fi­cer of in­sydo. “To track his progress, he’s laid out the op­tions on a quirky web­site. Ul­ti­mately, the suc­cess of Steve’s lit­tle so­cial ex­per­i­ment rests with the peo­ple of Dubai and with his abil­ity to mar­ket him­self and the com­pany. Can he get peo­ple search­ing on in­sydo to save his job? Only time will tell.”

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