2010 Winners & Shortlists

STEP UP FOR A DREAM

BrandPROCTER & GAMBLE
Product/ServiceTHE STEP UP A DREAM FOUNDATION
EntrantLEO BURNETT DUBAI, UNITED ARAB EMIRATES
CategoryFundraising, Charities, Appeals, Non-Profit Organisations, Public Health & Safety, Public Awareness
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

Name Company Role
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