Al Arabiya, a leading Middle East television news network re-launched their brand with the line 'Get closer to the truth'. The campaign was geared towards establishing their credibility as a news channel that provides responsible reporting through sense, not sensationalism. This execution's aim was to increase traffic through www.alarabiya.net.Strategy & Execution:Multiple high impact and intrusive ads combining video, audio, animation and viral elements delivered the brand message online.Combined with an Arabic search engine and sponsorship through an instant chat channel, innovatively brought news from the website to a users desktop in the form of eDM’s.ResultsThe highest response rate in the company’s four year online history.