2011 Winners & Shortlists

Results and Effectiveness

This magazine innovation ran for 1 month, across leading titles only to create massive buzz and PR in the industry as the first 3D campaign which had been implemented in the region. Generated PR exposure worth AED 258,144 in UAE. There was an 10% increase in store footfall as a result of the campaign.

Creative Execution

The brand’s message of “Eye on Design” was poignantly brought to life by using 3D - providing customers with an opportunity to really experience the Splash brand from a new ‘point of view’- one in which every detail and ‘eye on design’ is apparent. The consumers would engage with the brand by wearing 3D glasses for the campaign to come alive, making the campaign talked about and more memorable. Ran this first-ever special operation in the region across leading Local & Panarab magazines. The Splash Autumn/Winter 3D campaign was placed in the magazines which were polly-bagged with 3D glasses, with a highlight on the front cover of the magazine announcing the Splash Autumn/Winter Collection Special (along with Page number).

Insights, Strategy and the Idea

Fashion leaders are careful observers. Their purchase habits are akin to a ceremony - journey starts with tracking & identifying latest trends, then enters a period of close scrutiny - assessing the colors, fabric & cut, then validating if it can make the same statement as it did on those who inspired it - the stars/celebrities. Fueled by this insight, Splash launched their Autumn/Winter 2010 season with the aim to showcase their latest line-up in the perfect environment: right in front of them. They connected with their young audience by tapping into the latest technology. Shot and printed the campaign in 3D, the first of its kind to be released in the Middle East. Now the young consumers could ‘feel’ the colors, fabric & cut. The items were brought to life so they could scrutinize from all angles, bringing our fashion leaders closer to the final step in their journey.