Issue to be Addressed:

 

 

Deduced from our research, in the industry analysis section above, our team has analyzed the EMBA class population in the UAE. According to the information we found, only 27% of average EMBA classes in the UAE are women, and 73% of men. We felt as though this number could be increased. We took this further by issuing surveys that are aimed to confirm the reasoning behind why more women aren’t joining these EMBA programs.

 

According to these surveys, we’ve deduced:

 

When the word "CEO" is mentioned, one is programmed to automatically think "suits" "ties" "male figure", ESPECIALLY in this part of the world, where society is conditioned to think of a male as an authority figure. We wanted our campaign to pick at this issue and and tackle the status quo by showcasing signs of equality- empowering women and men alike to step forward and rise the corporate ladder.

 

In order to avoid controversy, we decided to combine it with the mission statement of AUD’s EMBA: to equip executives to thrive as transformational leaders in a global business environment continually impacted by innovation and disruptive change. Especially in a city like Dubai, which is the face of innovation and technology, AUD has a unique advantage to forecast and respond to trends and innovations that affect the global business environment.

 

 

Communication Objectives:

 

We want to indicate that AUD’s methods go way beyond the book in terms of its non conventional teaching, modern curriculum and futuristic aspects we want to imply that that graduating students can go out and change the world, add value to themselves and their companies, and even society as a whole. It's an unconventional EMBA program that'll empower them- not just academically, but personally as well- they've acquired skills beyond the book due to AUD's ways of teaching.

 

Target Audience:

 

Prospective AUD EMBA students include those at career level. By career level, we intend to target those who have been in the working environment for a minimum of 6 years, with an average of 11 years. In terms of demographics, we’re targeting local Emirati, Non-western expats, and Western expats. In regards to psychographics, the EMBA would be most desirable for those who are motivated in terms of their personal development, career growth and knowledge.

 

USP/Compelling Benefit:

 

A main compelling benefit is that AUD’s EMBA is different and unlike any other as its goals is to provide students with cutting-edge concepts and knowledge, hone and leadership skills and instill societal awareness in our participants- which is beyond conventional lecture methods that other universities have.

 

Another USP for AUD’s EMBA is that it’s green campus located in Media City, Dubai. Kind of like an educational oasis in the midst of a concrete jungle. This gives AUD a unique advantage to forecast and respond to trends and innovations that affect the global business environment.

 

Creative Strategy:

 

We’ve decided to integrate AUD’s USP which is: its green campus in the midst of a technical hub- known as Dubai and it’s unconventional lecture methods which is to provide students with cutting-edge concepts and knowledge, hone and leadership skills and instill societal awareness WITH the creative strategy- being empowering people- men and women alike- to step forward. Therefore unconventional learning + AUD’s Campus= the perfect EMBA.

 

Theme: Throughout our entire campaign, we want the “What’s Stopping You?” empowerment to both men and women theme to be reoccuring. Whether it’s in events, brochures, ads, or radio ads, this motivational theme should shine through.

 

For the TVC:

 

For our TVC, we’re using the creative strategy of AUD’s campus by actually having it filmed on campus. It starts out with an birds eye view of the green campus surrounded by buildings. The camera zooms into the campus, and then into one of the trees, and then onto a branch. On this branch sit two crows- (these crows are distinct as every single AUD student, faculty, staff, know that the campus is saturated with them). One crow is a male, the other is female. The female has this sort of know-it-all personality, while the male is an extremely interested/eager personality type. They’re sitting on the branch looking around at all the other crows “daily lives” such as- pecking at students food, fighting over a piece of bread, etc. The lady crow turns to the male crow and says “Don’t you think there’s something better out there- I mean, maybe one day we can hang with the boss birds up there..” After she says that, the camera pans upward to the top of the tree, where the “Boss” crow sits, looking all wise. The camera pans back to the two birds and the female bird says “You know.. Word on the branch is that AUD’s offering this EMBA program.. Let me show you” The birds soar to the Business Building and sit on the window pane and the female bird urges the male bird to look inside. Then she says “So I heard they’re offering classes where people with 6 years of working experience can come learn about how to become leaders, with top notch knowledge and curriculums”, the male bird then looks into the classroom and a man in his late 40’s walks in. The male bird then says “Hmm I’m guessing that’s the professor?” then the 40 year old man sits down and starts taking notes- indicating he’s a student. The two birds look at eachother and shrug “Well, Nothing’s stopping him. I wonder if we can apply?”

 

Extendability: These birds can be used as main characters, they can continue this “wanting to be an EMBA student” personality so their mission of climbing the corporate ladder (in their own little crow world). We can do another ad where they actually watch the students- or even try to sneak into the classrooms- showing how interested they are with this “climbing the ladder” mission in mind. An idea we had for the extendability also includes the UAE falcon soaring from the desert- to the city- to the AUD campus- portraying the progression of time and the development from desert to metropolitan city, symbolising AUD's EMBA promoting the personal and professional development of students. 

 

Symbolism:

Place: The tree symbolizes the corporate world, where the most powerful are at the top. The tree shows how the corporate world is divided into corporate divisions and the middle-managers are always motivated to climb higher. It takes place in modern day AUD to show how AUD is a forward thinking school.

 

Time: This TVC takes place at around 6-7pm when all the crows start cawing and coming out. Also by it being at 6-7pm, most people are done from their 9-5 jobs and able to attend university. It gives it a realistic sun-set feel. Also makes the campus look better.

 

Characters:

The symbolism in these characters are that the woman is the one stepping forward, the one wanting to succeed, the one wanting to change things and the man takes her lead. This takes a twist on the usual societal norms. The male bird looks to her for knowledge and believes in her.

 

Also these characters are in themselves a symbol of AUD. AUD is saturated with crows and is known for having these birds flocking around campus. By using them as a representation- we give AUD a homey personal feel and people actually resonate with who these birds are. For people who don’t know that these birds are all around campus, they’ll learn and identify them from the ad.

 

Resonance:

 

With its humorous approach, This ad resonates with our target age group which is middle aged men and women because of the ending where the middle aged man walks in and takes a seat. If they feel they’re too old, have kids, or it’s too late to study, this “What’s stopping you theme” will resonate with them. It’s easy to understand, interesting and humorous as well.

 

TVC Name: Word on the branch

Background Noise: https://www.youtube.com/watch?v=JZc94cO54kY