2010 Winners & Shortlists

The Campaign

Launched on 15th December 2009, the Bahrain City Centre campaign promised to refresh the overall mall scene in Bahrain. The challenge was to build an identity around the mall’s main attraction – Wahooo! Water Park, which wasn’t open yet.

Success of the Campaign

The campaign achieved almost 100% recall from the consumers. The 5-level parking (the largest in Bahrain) was fully occupied. The footfall was tremendous, and the impact can be felt till date in other malls, which have their footfalls reduced by over 60%.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

A striking visual identity and a key splash visual were created for the mall campaign which stood as an expandable platform of communication with a sign off “ where shopping meets entertainment”. The campaign executions were rolled out in the form of print ads, megacoms, lampposts, mupis and web banners. Corporate collaterals and merchandise were developed to support the launch campaign.