2012 Winners & Shortlists

Brief Explanation

The challenge was to excite people to participate in the MashreqMillionaire promotion in a fun and relevant way. The objective was to create a packaging that gave the recipient a strong reason to keep it.

The Brief

To create a packaging for the MashreqMillionaire certificate which would also act as a promotion tool.

How the final design was conceived

We used the classical icon of wealth — the money bag — and we modified it into a fashionable knapsack. This was given away as the packaging of the certificates and it became a constant reminder of MashreqMillionaire.

Indication of how successful the outcome was in the market

We experienced a 2% increase in the sales of MashreqMillionaire within the first month of the new packaging, and a 6% increase on the enquiries received. With this encouraging sign, we are optimistic that we can meet our monthly sales target of the certificates.