2011 Winners & Shortlists

The Campaign

Mawaqif is the paid parking solution that was introduced by the Abu Dhabi Government to both regulate and create more parking opportunities in a city known for its parking woes. The idea that such a service came with a price didn't sit well with most Abu Dhabi residents. Hence, the campaign's objective was to introduce Mawaqif as a valuable and practical solution rather than an additional financial burden. The main insight revolved around the fact that Mawaqif saves you the time and effort you'd usually spend locating parking, and frees you up to focus on the things you'd rather be doing.

Success of the Campaign

A post-campaign survey showed a significant shift in perception. Mawaqif is now viewed as a real solution that adds value to people's lives. The Mawaqif Call Centre received 16,000 calls in the first two weeks, while the website received more than 200,000 clicks in the same period.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Since Mawaqif aims to spread on a city-wide level, it was imperative that the campaign covered a wide range of mediums in a memorable manner. As such, audiences were simultaneously exposed to TV, print, cinema, online and outdoor (lamp posts, billboards and bridge banners) messages. In order to further drive the message home, ambient executions including 'street portraits', standalone posters and specialised below-the-line materials were implemented nearby many Mawaqif touch points.