Brand | BERLITZ |
Product/Service | LANGUAGE CENTER |
Entrant | MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES |
Category | Best Use of Ambient Media: Small Scale |
Entrant Company: | MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES |
Advertising Agency: | MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES |
Credits |
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.
Credits
Till Hohmann |
Memac Ogilvy & Mather Dubai |
Executive Creative Director |
Ramzi Moutran |
Memac Ogilvy & Mather Dubai |
Creative Director |
Rafael Rizuto |
Memac Ogilvy & Mather Dubai |
Art Director |
Sascha Kuntze |
Memac Ogilvy & Mather Dubai |
Copywriter |
Nabil Moutran |
Ogilvy One |
Business Director |
Rita Pauls |
Berlitz |
Director Of Global Marketing |
Leila Shehab |
Berlitz |
Marketing Manager |