Falcon Lens Award

A shared content campaign for a destination and its brand partners: filmmakers produced in Abu Dhabi for the 2018 Falcon Lens Award, supported by creator coverage and an awards event.

Destination: Abu Dhabi
Project year: 2018
Format: Film competition and content campaign
Partners: Etihad Airways, tourism and brands

Bringing partners into one production

The starting point was a content strategy for Abu Dhabi. The destination, Etihad Airways and brand partners shared a filmmaking framework. FMD developed the competition concept and coordinated its delivery with the participants and partners.

From an event to usable content

The campaign combined participating filmmakers’ work with social coverage, an awards event and supporting documentation. The films and behind-the-scenes material on this page show the different perspectives. For tourism boards and brands, the project illustrates a jointly organised content production.

Tourism content and series for destinations

Briefing

100 hours for 100 Seconds

In mid-2018, Etihad Airways approached us and wanted a content strategy that included at least 10 modern image videos to promote Abu Dhabi as an exciting travel destination. We created a concept for a superlative competition and ended up with the biggest video competition in the world.

Marketing goals

20 filmmakers. 4 partners. 1 destination.

The goals were clear: the air giant Etihad Airways wanted to draw attention to the transit airport in the Emirates, the Tourism Board of Abu Dhabi wanted to present the destination with spectacular pictures and Mercedes-Benz played a worthy role. The spectacle was an optimal combination of content, social media and event marketing based on the FMD philosophy.

Concept

With the Falcon Lens Award, FMD has developed a marketing concept that has made headlines across several industries thanks to a symbiosis of smart partnerships. The high-quality video and photo contributions of the community members and the publication strategy of the created content by FMD created an unprecedented combination of quality and reach.

Organisation

FMD is well known for spectacular productions abroad and has also been able to draw on many years of experience for this project. In addition to logistical challenges and on-site organization, the team also took care of optimal cooperation between the partners as well as travel planning, mobility, and accommodation of the participants on site.

Production

At the heart of the campaign were the videos of the participants which, thanks to a careful pre-selection, even exceeded the expectations of FMD staff and the partners. The invited influencers also convinced with their content in every aspect and communicated the message of the award on their platforms during the 100 hours.

Evaluation

In the final step, FMD's social media team took care of the evaluation of the campaign for the destination and partners. Due to the high popularity of the content from this campaign, it was possible to document not only great numbers of each influencer and partner but also a high sharing rate during and beyond the campaign period.

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Reached goals

Social media content for years

Not only 10, but 20 extraordinary destination videos from Abu Dhabi were created with reference to Etihad Airways and Mercedes-Benz and thus first-class social media content for years. There was a lot of attention on social media and the press about accompanying influencers and interest in the largest video competition in the world. The award show afterwards was the icing on the cake as the highlight of the project, as well as the documentary film for the event that subsequently appeared.