Dentsu Aegis Network operates in 110 countries worldwide with over 23,000 dedicated specialists. In the Middle East, Definition handled all its brands: Carat, Dentsu, iProspect, Isobar, Posterscope and Vizeum.
We were asked to support Aegis Media and its launch of Consumer Connection Survey (CCS), a media planning tool based on a poll of over 18,500 respondents. The objective was to cement a reputation for CCS as the most valuable and insightful research tool across the MENA region.
Our first task was to work with the Aegis Insights Team to extrapolate the extremely detailed data that was captured. The complexity of the data was compounded by the fact that we also had to relay comparisons across five countries. As CCS was such a complex tool and briefing the media directly would be problematic, we needed to find a way in which we could simplify the insights. To do this, we created a character named ‘Boody’, a 23-year-old Saudi male. Through the data, Definition developed an infographic that illustrated a typical ‘day-in- the-life’ of Boody and highlighted his media touch points and social habits that CCS revealed, whilst also fueling a traditional PR campaign. Boody also became an avatar for an event that would launch CCS to clients and prospects, organised by Definition.