Despite Twitter’s dominance in the MENA region, many media planners still underestimated the platform’s true potential. They saw it as just another social channel, unaware of the depth of its audience insights and the cultural conversations shaping brands daily. The challenge was clear: how do you get the undivided attention of the very people responsible for media decisions, and do it in a way they simply cannot ignore?

We turned an ordinary elevator ride into an unforgettable brand experience. Inside one of the busiest towers in Dubai Media City, home to the region’s top media agencies, we hijacked the elevator panel. Each floor button was relabeled with the name of an agency’s client brand. When pressed, instead of the usual floor indicator, the screen revealed live Twitter conversations and audience insights about that brand.

Suddenly, what was once a routine ride became a direct demonstration of Twitter’s unmatched power: showing real-time consumer voices, unfiltered opinions, and the conversations shaping brand reputations.