| Brand | GULF SCRABBLE CHAMPIONSHIPS |
| Product/Service | 21ST ANNUAL GULF SCRABBLE CHAMPIONSHIPS, UAE |
| Entrant | TBWA\RAAD Dubai, UNITED ARAB EMIRATES |
| Category | Online Advertising |
| Entrant Company: | TBWA\RAAD Dubai, UNITED ARAB EMIRATES |
| Advertising/Web Design Agency: | TBWA\RAAD Dubai, UNITED ARAB EMIRATES |
| 2nd Advertising/Web Design Agency: | OMNICOM MEDIA GROUP Dubai, UNITED ARAB EMIRATES |
Brief Explanation
Our mission was to raise awareness and ignite the competitive spirit of Scrabble players across the Gulf. We knew that Scrabble was huge online. So we went to where the Scrabble enthusiasts play, hijacked an irritating online convention, and transformed it into something unexpected. Battle Captcha doesn’t make you type in gibberesh to verify you’re human. Instead, it challenges you to prove you’re more than human – by unscrambling different letters and demonstrating that you’ve got the power of WORDS. Battle Captcha almost guaranteed people’s attention. And it even got 70x the average performance CTR compared to regular banners.
Credits
| Preethi Mariappan |
TBWA\Raad |
Head of Digital |
| Melanie Clancy |
TBWA\Raad |
Sr. Content Strategist |
| Rafael Guida |
TBWA\Raad |
Sr. Interactive Art Director |
| Sarabjeet Singh |
TBWA\Raad |
Lead Developer |
| Navin Chauhan |
TBWA\Raad |
Technical Lead |
| Dimitri Metaxas |
OMG Mena |
Executive Regional Director - Digital |
| Waseem Afzal |
OMG Mena |
Director - Digital Planning |
| Islam Klink |
OMG Mena |
Director - Digital Planning |