2012 Winners & Shortlists

The Brief

To talk about how the Dubai Metro offers a convenient, comfortable and cool alternative method of transport during the summer months when there are temperatures of 45 degrees and upwards.

Describe how the promotion developed from concept to implementation

We found a truth: The cars of Dubai become like ovens. We thought, why not remind people of this fact by providing oven gloves for drivers of cars, grabbing their attention in a dramatic fashion by remind ing them a) how hot their cars are b) that the metro is a cool 20 degrees Celcius inside when you step on board.

Describe the success of the promotion with both client and consumer including some quantifiable results

During the summer months that this campaign ran, usage of the metro increased 3%. Proving our message contributed to the popularity and image of the Dubai Metro.

Explain why the method of promotion was most relevant to the product or service

What better way to deliver the message of how hot your car is than an oven glove? Where every surface of the transport you've decided to take is so hot it will burn your skin! Providing the perfect opportunity to talk about our cool Metro.