DON’T GET IN A FIX OVER HANDYMEN

Mr. Usta’s fake per­sonas play on com­mon frus­tra­tions.

Campaign Middle East - - FRONT PAGE -

“We thought why not cre­ate a brand aware­ness cam­paign that drama­tised com­mon frus­tra­tions in a light-hearted way that res­onated with con­sumers,” says Anis Sahy­oun, Mr Usta’s CMO. “So we cre­ated char­ac­ters, al­lud­ing to be real-life com­pa­nies, and set up their web­sites and so­cial me­dia pages and launched their video ads.” Each char­ac­ter tack­les a pain point in the ser­vice provider in­dus­try: Mis­ter Over­price, Mis­ter Maybe and Miss Clue­less, for ex­am­ple. Mr Usta’s team was Anis Sahy­oun, Rachel Mwakule and He­sham Na­jiya. The ad was di­rected by Michael Fil­lon at Space­plum.

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