Red Bull With Another Creative Marketing Stunt in Kuwait

By: Jameel W. Karaki

We’ve written about Red Bull before and their creative marketing stunts such as the previous Art of Motion, but this time they are inviting free style football fans to attend the Worldwide Freestyle Football competition “Red Bull Street Style”, which kicks-off Sunday, April 19, 2012 at 6:30pm at the Marina Crescent in Kuwait. The top 16 freestylers in Kuwait will compete but only one winner will qualify to the World Final that will take place in Rome, Italy on September 2012. 

CCS which stands for Control, Creativity and Style is the name of the game at Red Bull Street Style. The Judging panel in the final will feature of Ahmad Al Mutairi (Kazma football club star) who will evaluate the Control category. Marzouk Al Ajmi, head of sports in Annahar newspaper and Media Coordinator of the 2006 FIFA World Cup will evaluate the style category while Khris Njokwana the Freestyle Champion from South Africa will handle the creativity category. 

The Red Bull Street Style final will see the best 16 freestyle footballers compete against each other in head-to-head battles for a ticket to the World Final. Each battle follows the same format: 3 minutes, 2 players, 1 ball, with each freestyler having 30 seconds to impress the judges before passing the ball back to his competitor. 

Keep it up Red Bull, and continue on to show us just that marketing and advertising does not have to be in the form of push, one-way communication, but rather interactive events and themes that are actually of real interest to people.

Creative Lessons from Today’s Northern Lights Show

After yesterday’s biggest solar storm, which has been labelled as the biggest one in the last 6 years, the Northern Lights (called the Aurora Borealis) have lit up the skies above Scotland and northern England offering us a wave of sensational rays to admire and draw lessons from. 

I mean, just ask yourself, do you ever get bored looking at different Northern Lights shows? As for me, it never ceases to astonish and inspire me, especially on the creative side. Each show offers a mix of vibrant and bewitching colors, rays, strings and waves all interconnected to form one beautiful view.

We could all learn a few lessons from such natural phenomenons, and the first one is that they never offer the same show twice! Some are mild, some are wild, some are dazing, some are bewitching, and some are just plain’ out of this world (literally, they do after all form in space!)


So be creative, be wild, be outrageous, be inspiring to the point that you astonish people with wonder written all over their faces, light in their eyes, and inspiration engraved on their hearts.

Middle East: 20% Trust Online Sources More than Traditional Media

By: Abdulhadi Hafez

You’ve heard this before I’m sure, that traditional media and advertising is on the decline after the advent of social media and online advertising. We’ve heard this from many experts such Larry Weber in his book, “Marketing to the Social Web”, where he cites studies that reveal that only 18% of people now trust advertisements.

To add to that, Nielsen came out with a study that suggests that 70% of people trust the opinions of complete strangers online, so imagine how much they trust the opinions of their fiends posted on social media sites!

These kinds of studies however are mostly conducted in the west (mostly US and UK), but now we finally have one that focuses on the MENA region, giving us a better insight on the media industry in the Middle East.

YouGov recently surveyed 30,000 adults in the MENA region to give us a better insight of the use of social media and digital media devices with the following findings:

  • 1 in 5 now trust online sources more than traditional media
  • 45% of respondents access digital media using mobile phones
  • 47% use the Internet to surf for new TV shows

And don’t expect any of those numbers to go down, especially in light of the fact that the MENA is still the growth stage when it comes to online and social media adoption, and has not reached near-maturity stages like Western regions have.

As for Kuwait, the numbers are impressive when you take a look at the study conducted by the Dubai School of Government in their Arab Social Media Report, where it was revealed that Kuwait scored in the top 5 regions for the following categories:

  • New Facebook Users In the Arab Region and Globally as % of Population
  • Number of Active Twitter Users in the Arab Region
  • Twitter penetration as a percentage of population
  • Number of Tweets in the Arab Region
It’s no surprise that 75% of companies now are using Twitter as a marketing tool, seeing that consumer behavior is switching to online and is drastically being affected by online media as opposed to the declining traditional media.

The Future of Advertising: Dynamic Storytelling (6 Tips)

By: Abdulhadi Hafez


And I don’t mean fairy tale stories like Cinderella and Prince Charming. I am talking about content in the form of storytelling! According to Chrisitian Haas, the executive creative director at Goodby Silverstein & Partners, advertising in 2012 will be more than ever about using technology to create and share content.

But not any kind of content! And how you write the content also makes an impact as well. The content needs to be relevant to your industry and target audience, practical enough to be applied within the same day of reading it, rich enough to be recognized as being insightful, and last but not least, it needs to be in the form of exciting and vibrant stories to put people on the edge of their seat while reading it, and to inspire them so much that they will click that retweet, or +1, or like button without hesitation!

When I say content, I mean articles, posts, infographics (newest method of data visualization), and even videos and images-don’t forget that a picture is worth a thousand words! Each piece of content needs to tell an intriguing story that relates to your target audience and that provides some sort of value. However, the most popular form of content that will help your business generate leads and sales, is by far articles and blog posts. Can you give us an example you may say.

As far as articles go, once again, I don’t like to brag but this very blog is an example. We are an advertising agency and our audience are advertisers, so we decided to start a blog (using the free-based blog platform Tumblr) so we can every now and then provide useful content related to the advertising and digital media industry, in the hope of attaining leads out of it (hey, at least we’re honest about it!)

I mean, come on! Why else would we be putting so much time and effort in running a blog and other social media channels? Time is money people! And let me break it to you, social media is about making money too! Hubspot came out with a study revealing how social media is for generating leads and sales, with blogs having been cited as the biggest sale generator, stating that 46% of the participants in the study claimed to have acquired a customer from their company blog. Sweet! 

Hey, nobody is holding you guilty for writing content for the sake of generating leads, the intention is irrelevant (plus it’s hidden, only God can judge you). You don’t need to write content with the pure intention of helping people, it needs to make business sense for you. It’s the kind of content you write and how you write it, that matters. 

Your content therefore must:

1) Be relevant to our industry and target audience

If you’re an advertising agency then write about advertising (and anything related such as digital media, marketing, PR, etc.)

2) Provide valuable content and practical tips that can be applied today 

Don’t write for the sake of writing or to say that you’re writing. Do actually provide valuable information that will help your target audience. And that valuable content must have practical tips that can be applied, not just filler words and theoretical junk. Provide tips, hints, strategies, tactics, whatever to get the engine up and running.

3) Be in the form of an intriguing story 

You need to write the content as if you’re writing an intriguing story: An intro that will incite the visitors to read the whole article, suspense throughout to keep them interested, a climax to have them glued to the screen, and images to feed their inner crave for visuals. 

4) Include images that strike curiosity

Images are huge in writing articles or blog posts, especially the first one that your readers see. It should be an image that strikes curiosity. For example, have a look at the Cinderella image on the top for instance. I bet you many people will scroll down just to see what the correlation between advertising, lead-generation, and Cinderella is. Even if they have no interest in the topic whatsoever!

5) Introduce some sort of new, or creative idea

Don’t just write about how businesses need to adopt social media and provide proofs for how important social it is for example. There are millions of articles that say just that. Provide a catchy headline and present creative ideas that will make your story stand out from others. Talk about a controversial topic such as how Google Plus is threatening the future of Twitter for example. The idea is to present a new idea or thought that either nobody or a few people have presented before.

6) Tell the story as if you’re telling it to your friends and family

We communicate best to those who we love the most, and who do we adore more than our family and friends? When we speak to them, we speak sincerely and with the use of humor, compassion, and we’re not afraid to voice our opinion nor hide our true personality.

We also use language that they understand and relate to very well. This is how we’re able to retain their attention and get along with them well. Why not treat your readers and potential customers like the people you adore most and show them your authentic self? Besides it will make your story even more compelling and exciting when you tell it from the heart with the language that you use with your loved ones.

A Creative Marketing Stunt in Kuwait: The Red Bull Art of Motion

We could say this is an example of a PR campaign, executed by the world-famous Red Bull, but I would say it is more of a guerrilla marketing stunt, a creative one that is!

Red Bull invited some of the top Parkour athletes to partake in this year’s Red Bull’s Art of Motion contest by showing off their moves throughout the streets and even islands, of Kuwait.

Check it out (of course you seen it coming), here’s a YouTube video of the event:

This is not your traditional advertising, but rather is more of a guerilla marketing stunt, which is defined by Wikipedia as: “The concept of guerrilla marketing was invented as an unconventional system of promotions that relies on time, energy and imagination.”

There’s plenty of energy and imagination tied into what Red Bull is doing with this event, especially when you have harmonic teenagers doing flips throughout the streets of Kuwait.