2010 Winners & Shortlists

7DAYS

Short List
BrandBEIERSDORF MIDDLE EAST
Product/ServiceBEAUTY AND CARE PRODUCTS
EntrantHORIZON DRAFTFCB Dubai, UNITED ARAB EMIRATES
CategoryBest Use of Magazines/Newspapers
Entrant Company:HORIZON DRAFTFCB Dubai, UNITED ARAB EMIRATES
Advertising Agency:HORIZON DRAFTFCB Dubai, UNITED ARAB EMIRATES
Media Placement:OMD Dubai, UNITED ARAB EMIRATES

Credits

Results and Effectiveness

The Results · Communication created a great deal of buzz · A competition was run to measure reader involvement · Hundreds of entries already received · Awaiting final results

Creative Execution

The Solution · Customize the ads to match the editorial story of the day · Under the story for a particular sport, was an ad written in the lingo of that sport · Worked closely with 7DAYS to match ads with editorial The communication was in two parts: · the first part asked a question in sports lingo · the second part (on the facing page) offered a solution from the Nivea For Men range

Insights, Strategy and the Idea

The Background Nivea For Men is the World’s No. 1 skincare range for men Extensive range of products that care for face and skin The Opportunity Nivea For Men negotiated a month-long media package with 7DAYS – a tabloid in Dubai to sponsor the newspaper’s Sport Section The Objective Create awareness: Get men talking about Nivea For Men The Target Audience · Mr. Fit & Healthy · 25 - 35 years old · Ambitious alpha-male · Believes that being well-groomed is a sign of success and social status The Challenge · Men read 7DAYS in an average of 11 minutes · How do we get their attention and interest in this short time? · With no budget for stock images or photography

Credits

Name Company Role
Michael Koeditz Horizondraftfcb Creative Director
Nivine Kawar Horizondraftfcb Associate Creative Director
R Alexander Horizondraftfcb Senior Copy Writer