National Geographic Abu Dhabi (NGAD), the channel that currently ranks 9th in UAE viewership, is currently airing 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 will run till today (October 7) in the Mena region.

To promote the series, NGAD had 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 were 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 also helped to drive the message through to the online community.

A team of specially designed Oloum Al Qital promoters were hired to swarm men’s universities in Saudi Arabia and visit cafes and other high traffic locations to spread the message. The team conducted interactive games to drive engagement and awareness for the show reaching out to an estimated 115,000 individuals.

NGAD had also booked signage located in Net cafes, Shisha cafes, Billiard and Bowling centres and gymnasiums. Additionally a microsite featuring Videos, Pictures and information on martial arts styles and techniques from the show had 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,” said Athreyan Sundararajan, marketing director, Fox International Channels.-TradeArabia News Service