2010 Winners & Shortlists

The Brief

The target audience consisted of current and new customers comprising marketing and communication managers and executives from various industries. JWT wanted to promote itself in the Saudi Media Exhibition 2009 as an agency that creates ideas which people want to spend more time with. It also wanted to show that it fully understands the Saudi culture and uses Saudi insights to create its campaigns.

Creative Execution

Visitors enjoyed spending time at the JWT stand deciding on the right mix of brand values for their companies' brands. Each was given the perfume mix sample to keep as a souvenir. JWT was able to successfully portray itself as an agency that understands the right communication mix for every brand.

Describe the creative solution to the brief/objective.

Saudi people love to buy customized perfume made of traditional essences. JWT used this insight to convey that it understands and communicates the right mix of values for every brand and so transformed its stand into the "JWT Perfume Shop". Every essence was given the name of a specific brand value, such as Progress, Tradition, Simplicity, etc...Every visitor chose the mix of brand values that best reflects his/her company's brand.

Results

JWT stand successfully "stood out". A total of 6000 visitors stopped at the stand, 1600 business cards were collected, JWT brochures were handed out, and many potential clients were effectively introduced to JWT.