2012 Winners & Shortlists

Results and Effectiveness

Our raw Facebook fan page grew to 20,000 fans in 3 weeks with over 140,000 pictures uploaded in the first 10 days which crashed our page. After The TV execution, Radio and first week for our cinema execution our Sales increased by 67% for 2 and a half month(the season). We positioned Color sensational the reds high in the red shades category, our consumer will always link red to color sensational and most importantly we've built proximity with our consumers and took them on a thrilling Ride before trying our red lipstick

Creative Execution

We started with an exclusive Movie sponsorship entitled the RED-MARK night for 4 weeks/ The Movie selection was based on the Red Color.The RED-MARK logo was popping in promos and invited viewers to like us on facebook where The Red-Mark was inviting consumers to mark objects with red lipstick and upload the pictures.Whoever uploads the most pictures wins an ipad. Radio competition was running in parallel. RJs left their RED-MARKs on random objects and callers guessed what that object were. Each winner was given 10 CINEMA TICKETS for RED RIDING HOOD! We sponsored RED RIDING HOOD since its launch in top UAE Cinemas, our visuals was inside "coming soon" lightboxes and the RED-MARK banners placed in the venues. The cinema ad asked viewers to look under their seats to find that we placed goody bags under their seats...every seat. TV promoted online, Online promoted Radio, and Radio promoted Cinema.

Insights, Strategy and the Idea

-Re-Launch Maybelline NY's Color sensational the Reds using an engaging platform that stimulates desire. -The target audience is a heavy user or make up who is always on the lookout for the season's color. -Make RED the color of the season and talk of the town through RED executions across all media by creating Maybelline NY’s RED-MARK. -Our creative executions were relevant to the brand in terms of standards and look & feel. As well as the Media mix that was used targets young Arab on TV, online and On ground.