2012 Winners & Shortlists

Results and Effectiveness

Campaign struck a chord with the target audience, with various people calling in to make comments on various shows on air. It spread by word of mouth, created a buzz and prompted discussions on Facebook, Twitter and several blogs.

Creative Execution

Radio hosts often take song dedications. Our idea was to dedicate a song to the very people we were trying to communicate with In the middle of their normal song dedications, we got two of Dubai’s leading radio hosts - Daisy Clarkston and Brent Burridge from Radio 2 – to dedicate a song to users of non-original parts. These songs were laughably poor versions of famous songs, thereby reinforcing the idea that original parts were superior to fake copies. After the song, the DJ’s went on to talk about the merits of original parts.

Insights, Strategy and the Idea

Al Tayer is a registered automobile service provider, servicing Ford, Mercury and Lincoln in the UAE. Due to mounting financial pressures, the number of UAE youth – the majority of drivers – who use counterfeit replacement parts in their cars are on the rise. Non-original parts eat away at the industry profits, reduce performance and affects road safety. Our brief was to create awareness within the youth about the importance of original spare parts. Historically, it has been very difficult to explain the merits of original parts to younger people. Our challenge was to reach out to youngsters in an interesting and relevant way, reminding them of the merits of original parts without sounding too preachy that would leave an impression and encourage them to use original parts.