Rotana

Keeping Rotana's Audience Guessing Across Multiple Time Zones

Background

Rotana Group is the Arab world’s largest entertainment company including six TV channels, seven radio stations, film production activities, a magazine and a record label.  The Group was seeking a partner that could engage its diverse pan-Arab audiences spanning 15 countries, several time zones and as many languages.

Idea

Faced with the conceptual and technical challenge of finding a formula that would engage and entertain the populations of 15 markets (Algeria, Egypt, Iraq, Jordan, Saudi Arabia, Kuwait, Lebanon, Mauritania, Morocco, Oman, Palestine, Qatar, Sudan, Syria & Tunisia) InternetQ designed a series of skill-based quizzes with different thematic categories for each region while also conceiving and producing the main promotional TV spot.

Results

Our multi-lingual team made the most of the sophisticated Mobi-Dialogue platform to run the campaign simultaneously across 30 mobile network operators. By providing targeted messages and interesting trivia questions on a daily basis, our campaign management achieved very high response rates per user across the whole regional market.
The first campaign’s results and revenues thoroughly impressed the Group, leading to our long-term partnership towards maintaining audience engagement.