2010 Winners & Shortlists

The Brief

The Berlitz language center needed a low budget solution to make their Arabic classes known and talked about amongst expats in the UAE.

Creative Execution

(see previous answer)

Describe the creative solution to the brief/objective.

In the UAE, administrative papers (like parking fines) are in Arabic only. A delight for 74% of all residents: They’re expats and don’t understand a word. A great opportunity for an idea in true guerrilla style: We produced a simple stamp to be used on all those Arabic-only documents. In particular on parking fines – because our team could easily access them (after all hundreds of thousands are issued in Dubai every year)

Results

This is as guerrilla as it gets, “abusing” official documents. We know: each stamp achieved 100% attention. We don’t know how many tickets got stamped in total. But consider this: a $40 investment into a stamp reached hundreds of people – a single sing up for an Arabic course resulted in a ROI of $2180.