National Geographic Abu Dhabi (NGAD), the channel that currently ranks 9th in UAE viewership (IPSOS Ramadan 2010 reports), introduces a new cutting-edge TV Series – Oloum Al Qital (Fight Science). Through never-before-seen high-tech techniques, the series explores the art and equipment of martial arts, self defence and law enforcement forces in a bid to test the most complex weapon on earth: the human body. The 5-part premiering series airs from October 3 2010 to October 7 2010 in the MENA region. To promote the series, NGAD has planned an innovative two-week marketing campaign for Saudi Arabia and the UAE relying on unconventional media to provide salience to their communication and drive viewership. Oloum Al Qital informational flyers are already being distributed to over 100000 households and 25 000 daily SMS messages informing people of the show’s airing date and time Along with promotions in daily newspapers, radio channels and TV promos. Interactive game banners and video banners with estimated page impressions of 25 million will also help to drive the message through to the online community. A team of specially designed Oloum Al Qital promoters have been hired to swarm men’s universities in Saudi Arabia and visit cafes and other high traffic locations to spread the message. The team will conduct interactive games to drive engagement and awareness for the show reaching out to an estimated 115 000 individuals. NGAD has also booked signage located in Net cafes, Shisha cafes, Billiard and Bowling centers and Gymnasiums. Additionally a microsite featuring Videos, Pictures and information on martial arts styles and techniques from the show has been uploaded on the channel’s freshly designed website – www.natgeotv.ae. “Oloum Al Qital is one of the biggest premiers on NGAD since we have launched and is certain to generate a lot of interest. We have scheduled the episode airing so that viewers can watch a new episode every day. Marketing is also scheduled to keep viewers well informed on each upcoming new episode. We are excited about this show and this campaign and are quite certain that both will be a huge success,” Athreyan Sundararajan, Marketing Director, Fox International Channels.
