2012 Winners & Shortlists

The Campaign

Creating a campaign for an institution of the Middle East as the largest outdoor shopping & entertainment venue in the region, in English and Arabic. Not to divert from the brand promise, “Where the world comes together”, we decided to build on this brand promise & leverage on the existing known positioning of the brand. Drilling down into what “together” actually meant? What did they do at Global Village? Why did they go there? They come to Global Village to celebrate, shop, entertain, feast & show. The proposition was taken further than just the offerings, but specific to shows, products, performances and rides at the park. Visually we wanted to show the variety and flavours of the world converging in one place, rich big imagery was used, this campaign was to build the brand and inform guests on the offerings and the duration dates of the park.

Success of the Campaign

Bringing the campaign message of Global Village brand and experience across all mediums made Global village a talking point, interaction and consumer contribution online meant trust was to generate, being part of GV family, information on events and schedules. The consistent theme across all mediums gave a better brand experience to guest, increasing the brand awareness and raising the profile of the park to more than ever before. The client has sold out all VIP packs (never before done). They had multiple record days of up to 500,000 guests, never before done. Fans online have described the parks venue-branding theme as a better more consistent experience, Fans on face-book increased to over 30,000 fans from a dismal 2000 prior to the campaign. The client has benefited from an integrate 360 campaign executed in one place, video production, Digital Design, Social Media, PR and creative services all under one roof.

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

Developing a campaign across multiple mediums meant high exposure, continuity and consistent communications reinforcing the proposition. The launch of the season was done through the VIP packs sales which generated huge response, number selection meant guests could pick their pack number to match their license plates, exclusive premium personalised packs, this teaser campaign set the tone for generic campaign which your access to a VIP world. The campaign ran across a complete integrated media strategy – Digital included banner and a portal-allowing user to generate content and share their experience and favourites parts of the park. Outdoor media painted the city in colour to set the tone. Print ads communicated specific offerings and show timings. Real time video broadcast online through a streaming channel, social media constant interaction with guest meant daily schedules were distributed through the fans.