2012 Winners & Shortlists

Results and Effectiveness

We intercepted over 5,000 people that frequented the JBR, Burj Khaleefa and Dubai Marina. As a result, UAE’s website traffic increased by 37% while projected sales increased by 22%.

Creative Execution

We dispersed a bunch of Panhandlers that were in charge of pulling a stunt show that surprised people at busy locations. The Panhandlers carried bold messages such as: Spare Some Change, or A Little Bit of Money, on large car-boards. As by-passers intercepted the Panhandlers, they were able to see the catch: “so you can fly to London, Paris or Munich…” sided by Lufthansa’s logo. The brand ambassadors would then start having a conversation with people about the current hot offers.

Insights, Strategy and the Idea

Germany's Lufthansa is well known in UAE and is perceived as a high quality carrier, so when people thought of discounted airlines, Lufthansa did not come to mind. Our objective was to launch a promotional campaign to communicate Lufthansa’s latest discounted offers and we needed to act fast. Our big idea was derived from the insight that Dubai is probably the only place on earth where you would not see Panhandlers running the streets. So in order to get the attention of our target audience, we decided to create Panhandlers!