2010 Winners & Shortlists

Results and Effectiveness

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. 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.

Creative Execution

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 created 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.

Insights, Strategy and the Idea

JWT wanted to promote itself 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. The target audience consisted of marketing and communication managers and executives from various industries. Saudi people dedicate a lot of time to buying customized products that reflect their unique style and make each individual stand out. We used this insight to reflect our deep understanding of Saudi people and how JWT can make every brand stand out.