Brand | PROCTER & GAMBLE |
Product/Service | SHOPPER MARKETING |
Entrant | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
Category | Best Use of Special Events And Stunt/Live Advertising |
Entrant Company: | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
Advertising Agency: | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
Media Placement: | STARCOM MEDIAVEST GROUP DUBAI, UNITED ARAB EMIRATES |
Credits |
Results and Effectiveness
The communication significantly increased footfall in the store, which in turn resulted in increase in sales. The communication effectively, changed the way in-store activation is perceived and it involved community and interest groups in shopper marketing.
Total number of impressions (ie people reached) 8,807,552
Total advertising value $785,987
Creative Execution
To kick start P&G’s 1 purchase=1 step closer to dream campaign and create awareness for the Special Olympics, members of the public, athletes, family and whoever was interested participated in a walk at Lulu Barsha. By taking part in the walk participants symbolically stepped up to make the dreams of intellectually disabled athletes come true. Every step was counted in an attempt to get as much support and as many people at the event as possible. Supporters were pulled together by means of a Facebook page, micro site, online banner campaign, TV and print coverage, radio and word of mouth. Eye-catching POS material communicated the message in store.
Insights, Strategy and the Idea
The Step Up for a Dream was developed by P&G to create awareness for Special Olympics and to kick start their campaign of 1 Purchase = 1 Step Closer to a Dream
The target audience spread across multiple stores across the region, targeting different groups. therefore as a general audience it targeted everybody.
Walking take you places
Its relevant to the client, since it was a communication train appreciated by the client, easily understood by the public and can be inspiring to the individual.
Credits
Malek Ghorayeb |
Leo Burnett |
Regional Executive Creative Director |
Mon Benitez |
Leo Burnett |
Creative Director |
Nicelle Bresler |
Leo Burnett |
Copywriter |
Victoria Viray |
Leo Burnett |
Art Director |
Sachin Mendonca |
Leo Burnett |
Account Manager |
Ramzi Sleiman |
Leo Burnett |
Account Director |