Elevator Tweets

The Market


The Challenge

Despite the leading position of Twitter in the MENA region, not all media planners were aware of the power of Twitter audiences.  So how do you get the attention of these people in a way they could not miss?

The Idea

VMLY&R COMMERCE Dubai/UAE hijacked an elevator in one of the busiest buildings in Dubai Media City, home to the region's leading media agencies and connected each floor button to the brands each agency works for.  Revealing real-time conversations and insights of each brand's audience.


In five days, a targeted, immersive experience became the talk of the town for media industry folks.

  • +2K unique interactions
  • +100 brands reached
  • +30% increase in business YoY
  • Dubai Lynx, Bronze (Digital – Financial Products & Services, Commercial Public Services, B2B Products & Services)
  • Dubai Lynx, Shortlist (Brand Experience & Activation – Exhibitions & Installations)
  • Dubai Lynx, Shortlist (Media – Use of Data on a Media Campaign)
  • Dubai Lynx, Shortlist (Outdoor – Dynamic Digital Screens)
  • New York Festivals, Finalist (Activation & Engagement – Ambient)
  • New York Festivals, Shortlist (Digital/Mobile – Best Use of Medium)
  • New York Festivals, Shortlist (Avant-Garde/Innovative – Creative Use of Medium)
  • New York Festivals, Shortlist (Outdoor – Digital Displays)