2010 Winners & Shortlists

Results and Effectiveness

Word of web and word of mouth were amazing. Hundreds of videos of the stunt were uploaded online. Thousands of tweets were shared online too. The event got free press and PR coverage to the tune of AED 85,300. The show now moves to the biggest mall in the world, Dubai Mall before fanning out across the rest of the GCC.

Creative Execution

We decided to stage a two-day activation inside Ibn Battuta Mall. And to arouse peoples’ curiosity, we dressed professional mine artists as famous characters from Greek and Roman mythology, namely Rodin's Thinker and Atlas. After remaining motionless on a stage for ten minutes, they suddenly unfroze from their positions and took a break. They did so by tucking into a bar of Kit Kat. At the end of each set, the proposition ‘have a break, have a KitKat’ revealed itself.

Insights, Strategy and the Idea

We wanted to bring to life in an engaging yet interactive way, the proposition of ‘have a break, have a KitKat’. We knew that if we could pull it off, it would have incredible resonance in a city like Dubai, where everything moves at warp speed. So we decided to stage our communication stunt inside a Ibn Battuta mall for two reasons. It’s the one place people love flocking to and it’s also the place where our target audience can be found in abundance i.e. young mothers between the ages of 28 – 34.