2011 Winners & Shortlists

The Brief

When the Metro was being constructed in Dubai, the roads around BurJuman had to be cordoned, and traffic lanes were reduced. This caused several traffic jams around BurJuman. This led to a lower footfall in the mall. Once the construction was completed, traffic returned to normal. However, footfall increased only marginally. So, BurJuman decided to conduct a PR and DM exercise to invite the press to BurJuman for breakfast. And in doing so, tell people in the surrounding areas that the roads were clear.

Creative Execution

BurJuman prefers creative solutions that are witty and unexpected. A lot of loyal BurJuman customers were left frustrated by the traffic jams. So, we chose an innovative way of telling them that the nightmare is over. We wittily told them them that the jams are no more. And if they wished to experience a jam now, enjoy it for breakfast at BurJuman.

Describe the creative solution to the brief/objective.

We sent out invites to the press that were bottles of jam. The label was tweaked to indicate that the roads are clean and now this is the only way you can experience jams. Jam is also a typical breakfast treat. This immediately got people's attention. Not to mention, elicited a smile on their face.

Results

The breakfast at BurJuman was a roaring success. In the week after we sent across the DMs, BurJuman reported a 40% increase in footfall from the previous week. Stores also reported an increase in sales.