Early this morning, at 1:58 AM local time, the United Arab Emirates made history with the world’s first mission to Mars from an Arab country.
Emirates Mars Mission’s “Hope Probe" launched from Japan, a few days later than scheduled due to weather conditions, with the world's first-ever Arabic countdown, the focus of a marketing campaign created via Dubai agency TBWA/RAAD.
It includes a film, seen here, that celebrates the Arabic countdown and invites people to share their own #FirstArabicCountdown on social media. The countdown also aired in prime locations and landmarks, on the Burj Khalifa skyscraper, as well as outdoor displays, buildings and cinemas across the UAE.
The campaign also includes a Snapchat Lens that incorporates audio, video and keywords allowing people to give the countdown the go-ahead, as well as PR from celebrities and influencers, encouraging non-Arabic speakers to learn Arabic countdown and inviting people to tune in to the big event.