2012 Winners & Shortlists

Execution

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