2012 Winners & Shortlists

The Brief

Embed Drag racing into local culture by raising awareness to generate ticket sales.

Describe how the promotion developed from concept to implementation

To reach our target audience at a time when they were being entertained is when they are most likely to be receptive to another entertainment brand. We activated all the major local sporting events and arenas including Al Jazira Football Club, Formula Drift and V 8 Supercar Championships to drive brand awareness through human billboards and branded fleet. To reach the youth segment, our promotional teams activated major universities and locations such as Test and Tune car workshops and bowling alleys.

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

Our promotion successfully drove ticket sales by delivering a notably large crowd for a significantly lower budget than previous years.

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

The UAE is passionate about its cars. We leveraged this to generate excitement throughout the campaign. By specifically targeting our market at events where they would gather in large numbers, we maximised our exposure and tailored our engagements with the audience to yield the most efficient result. The promotion needed to be mobile and agile, allowing us to move to meet our audience and engage with them at their places of play and entertainment.