Sky News Arabia and FP7 MENA win Silver Effie

Sky News Arabia and FP7 MENA were awarded a silver Effie for their joint work on the 24-hour Arabic news channel’s “Now and From Everywhere” campaign at the 2013 GEMAS Effies Awards.

To win a marketing effectiveness award for a news channel.

Commenting on the win, Yazeed Ali Yasin, Marketing Manager at Sky News Arabia said: “This is a significant win for us because on the one hand it is testament to the effectiveness of our marketing strategy and the ensuing campaign that FP7 MENA developed and on another, it marks the first time that a breaking news channel in the region has bagged the award. Although, Sky News Arabia was launched less than two years ago and at a time when the market was oversaturated with news channels, we have been able to identify a value proposition for the Arab viewer and more importantly, communicate it effectively to a point where we have driven measurable and record results in viewership across all our platforms both traditional and digital.

“We took the channel’s ‘Now and From Everywhere’ and turned it into something a lot more meaningful that just a slogan; we assigned ownership of the term to the brand and translated it into effective applications across a vast array of communication channels including print, outdoor and digital.”

Habib Feghali, Head of Creative at Sky News Arabia said: “When producing the television ads for the campaign, our biggest concern was to maintain the same consistency and believability found in the Print, Digital and Outdoor applications that were developed by FP7 MENA, and achieving this only by using existing footage, keeping it genuine and unchanged as an event or a real piece of news. The production of the spots was completed internally using local talents with international standards, a remarkable attention to detail and a strong commitment to the brand.”