Arab News, the english language newspaper of record for Saudi Arabia in 2020 picked the French language as its fourth expansion, after Pakistan, Japan and the mother English newspaper. But how to reach a notoriously difficult to connect-with French audience?
Here we took our data to understand that the French language had a negative coverage of the Arab world. We also saw that both cultures are intensely proud of their own culture. We backed this up by undertaking a personality analysis of the audiences to understand the strengths of their convictions.
The Arab News french strategy
Firstly, we decided to celebrate these differences and realise that although we celebrate our rich cultures, moments in our lives intersect. Then, if we take a moment to celebrate, understand and connect with each other, we have a stronger world-view.
Au-dela des differences was the campaign tagline, with the headline ‘Because differences are only a matter of perspective’. Illustrations were hand-draw and turned into a Parisian-style animation, while the music to the TVC was Arab-esque rendition of Edith Piaf’s classic La Foule using Arab instruments and quarter tones. Animation was completed by London based Wild Studio.
The campaign ran across print, TV, digital and social in Arabic, English and French language.