2010 Winners & Shortlists

The Campaign

Create a positive and successful launch campaign of the Dubai Metro during the recession.

Success of the Campaign

-100,000 people used it on launch weekend. -Knocked Jay Z and Beatles off 'top trend topics' on Twitter. -7.5 million passengers have used it to date. 'We strongly feel that this campaign will appeal to a global audience while continuing to build affinity for the city and peoplle of Dubai' Peyman Younes Parham, Director of Marketing and Corporate Communications at the Road and Transport Authority of Dubai.

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

We began with an educational print, outdoor and online campaign leading up until the launch date then screened the premiere of the TV ad at the inauguration ceremony in the presence of His Highness Sheikh Mohammed, Ruler of Dubai, which then ran for the next couple of months across TV networks and cinema. -TV -Print -Outdoor (Including posters, buses, bus shelters bridge banners) -Online -Events (Competition to be one of the first 1000 to ride Metro, Free passes for parents of babies born on the same day as the launch date, world premiere of TV ad at inauguration ceremony) -35 metre long illustrated hoarding at Mall of the Emirates station.