2012 Winners & Shortlists

The Brief

To educate and drive ticket sales for the region’s first ever Formula Drift race. Dramatise the drift culture of fusing race energy with stunt driving

Describe how the promotion developed from concept to implementation

We identified high footfall locations with youth presence including universities, bowling alleys and other sporting events. Guerrilla marketing and live stunts were used to engage youth audiences at Universities, bowling alleys and other sporting events and venues such as Al Jazira Football Stadium. Our mobile fleet and human billboards engaged one to one with the audience, driving ticket sales.

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

Our on ground mobile ticketing platforms outsold all other sales outlets like Virgin Megastore and Etihad.

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

Given that part of our brief was to introduce Drifting to the UAE, it was important to physically bring this to life throughout our campaign. Our live street Drifting not only entertained, but allowed us effectively communicate the Drift culture to our audience, simultaneously drawing a crowd of targeted viewers for us to engage with. The targeting of specific venues was instrumental in us maximising our promotion exposure time to the thousands of people attending our chosen venues and events.