We wanted to create viral content to enable our target audience to share and thereby make Sky News Arabia front of mind. Cinemas' popularity as a favourite pastime in the UAE due to the mall based cultural, especially during the hot summer months, meant that we could use this touchpoint to bring to life our communication.

“Now and from Everywhere”- Sky News Arabia’s brand promised and most certainly delivered through cinema. We beamed live news feed directly in-theatre to the cinema audience. The Sky News presenter was then able to converse with members of the audience. This never-before seen stunt was captured on video and uploaded on YouTube, generated so much buzz that it featured on the Middle-East homepage of YouTube from the day it launched.

The launch campaign provided a success with SNA viewership increasing from 0.1% to 6.3% viewership within the first 9 months. We were able to achieve over 1m Facebook fans with over 100,000 app downloads.