2013 Winners & Shortlists

GULF NEWS FUN DRIVE FLYER

BrandTOYOTA
Product/ServiceTOYOTA OFF-ROAD RANGE
EntrantGMASCO MARKETING COMMUNICATIONS Dubai, UNITED ARAB EMIRATES
CategoryFLYERS, TICKETS, INVITATIONS, POSTCARDS, CALENDARS, CHRISTMAS AND OTHER GREETINGS CARDS
Entrant Company GMASCO MARKETING COMMUNICATIONS Dubai, UNITED ARAB EMIRATES
Advertising Agency GMASCO MARKETING COMMUNICATIONS Dubai, UNITED ARAB EMIRATES

Brief Explanation

It’s not easy creating an instant sales conversation on prices for an action hungry audience. At best, any sales leaflet would stand the risk of being an interruption, when the audience is purely focused on a couple of days of fun on the sand. We understood that the communication would have to be memorable long after the event was over, and not discarded like yesterday's news, ultimately encouraging trial and sales of the vehicles through this promotion.

The Brief

Al-Futtaim Motors Toyota being one of the chief sponsors of the 2012 Gulf News Fun Drive event, wanted to advertise their exclusive price promotional offers on their 4x4 range at the event itself.

How the final design was conceived

We decided to create an interactive flyer, that created intrigue and participation. We incorporated a natural element, that was close to the heart of all the attending off-road junkies; an element that would certainly be in abundance on the day of the event... sand. Since the promotion was exclusive to the event and the participants, the secrecy of the offer was captured in the flyer through invisible, "sticky" text that could only be revealed through the application of sand on the flyer. The off-road drivers felt that Toyota was a brand that understood the "nature" of their passion.

Indication of how successful the outcome was in the market

Out of more than 1000 off-road vehicle owners that participated in the Fun Drive event (the largest number in the Fun Drive's 27-year history), approximately 40% immediately signed up for Toyota test-drives at the event. The flyer became a huge talking point amongst all the drivers at the event, reinforcing Toyota brand awareness and superior off-road capabilities of the Toyota fleet. No exact figures on sales conversion at the showroom were available, but footfall for Toyota 4x4s during this period, were impressively high.

Credits

Name Company Role
Cherry Koshy Gmasco Associate Creative Director
Hani Mansour Gmasco Art Director
Savio Menezes Gmasco Copywriter
Shaun-Dean Thomas Gmasco Creative Director
Chiranjeev Malhotra Gmasco Account Executive
Kelly Allison Gmasco Account Director
Lyda Camargo Gmasco Account Manager
Rajesh Pillai Gmasco Print Executive
Arif Hakimjiwala Gmasco Marketing Support Services Executive