The television series Aroos Beirut on MBC4 had already captured viewers’ hearts across the Middle East. As anticipation for its second season built, the show’s producers and MBC4 collaborated with the digital agency DVIO to elevate the excitement and deepen fan engagement.
The campaign that ensued was nothing short of a digital spectacle, generating over 171.4k organic impressions and capturing over 68,000 interactions on Instagram alone.
DVIO’s approach was both innovative and interactive. They developed a curated Augmented Reality (AR) filter that allowed fans to immerse themselves in Aroos Beirut, directly blending their favourite characters and scenes into their social media experiences. This campaign illustrates DVIO’s core mission: harnessing cutting-edge technology to create memorable and impactful brand engagements.
And that is what DVIO does: find the most effective and interactive use of technology to help brands create a buzz.
Developing of the product
DVIO was founded by Sowmya Iyer, who has guided the firm from its early days of simple digital marketing tools to its current stature in AI and data-driven marketing solutions. The company’s flagship product, DVIO One, integrates years of industry-specific data to help users optimise their marketing strategies through advanced analytics and automation.
“Our original mission addressed the challenge of overcoming the fragmentation in traditional marketing methods,” Iyer explained. “We incorporated AI and data analytics to make marketing more dynamic and effective, ensuring it could adapt quickly to the rapid pace of technological advancements.”
A prominent example of DVIO’s innovation occurred during the 2020 IPL in Abu Dhabi. Despite the challenges posed by COVID-19 restrictions, DVIO created an opportunity for their client LuLu to engage with cricket fans through an interactive game. The game allowed users to score runs and win vouchers, proving highly successful with over 4,562 participants and fostering significant brand interaction during a critical period.
Reflecting on her path from a modest upbringing in India to leading a pioneering marketing agency, Iyer states, “My background in technology and literature provided a unique blend that was instrumental in forming my business approach, which focuses on innovative technology to address complex challenges.”
Expanding the business
DVIO has expanded its technological offerings and strategically moved into international markets, recognising the high demand for advanced solutions.
“Expanding into the Middle East was a strategic decision driven by the market’s readiness for innovative technologies,” says Iyer. “Our success in India provided a solid base from which to adapt our strategies to new market conditions and client needs.”
In addition to its innovative product offerings, DVIO is committed to nurturing new talent and technologies through its startup incubator, which focuses on emerging technologies like AR, VR, and AI.
“We are always exploring how to integrate new technologies into our services, which enhances our capabilities in data-driven marketing and AI solutions,” Iyer adds. “It’s about pushing the boundaries of what technology can achieve in marketing.”
Next steps
Looking to the future, DVIO is poised to enhance its DVIO One platform with even more sophisticated AI functionalities. “We plan to expand DVIO One to handle complex data sets more efficiently and provide even deeper consumer insights,” Iyer comments.
“The DVIO Academy is crucial in our strategy to empower the next generation of marketers and technologists, equipping them with the necessary skills to leverage advanced technologies.”
As DVIO continues to push the envelope in the intersection of technology and marketing, it remains a pivotal player in shaping the digital future, especially in regions undergoing rapid digital transformation.
Through its innovative approach and strategic expansions, DVIO achieves substantial business growth and significantly influences the marketing landscape.
