2010 Winners & Shortlists

Results and Effectiveness

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.

Creative Execution

We used the stamp in particular on parking fines – because our team could easily access them (after all hundreds of thousands are issued in Dubai every year)

Insights, Strategy and the Idea

The Berlitz language center needed a low budget solution to make their Arabic classes known and talked about amongst expats in the UAE. 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: to produce a simple stamp to be used on those Arabic-only documents.