2012 Winners & Shortlists

The Brief

Mahiki, Dubai's newest and hottest nightclub, wished to promote the useof taxis instead of drinking and driving, as one of their social responsibility initiatives.

Creative Execution

The club's parking area was the last touch-point before clubgoers make a decision to drink and drive. Thus, this message helped them change their mind and make the right decision. Secondly, it's also relevant because as a new player in Dubai's nightlife circuit, Mahiki wants to make a positive start by first being socially responsible.

Describe the creative solution to the brief/objective.

Simple and relevant. "TAXI" signs similar to those seen on Dubai's taxis were produced and placed atop cars parked within the nightclub's car park. When one picked up the sign, a simple message asking the customer to be a responsible citizen and call for a taxi rather than drive under the influence of alcohol was visible. For the further convenience of the customer, Dubai Taxi's reservation number was also included.

Results

This cost-effective idea reached a target audience of around 2000, directly and in an engaging manner. Through word of mouth and social platforms such as twitter and facebook this idea became a hit amongst the Dubai club goers thus garnering a vast amount of earned media. We would like to believe that Dubai Taxi also experienced increased call-ins thanks to this simple, yet effective communication.