2013 Winners & Shortlists


Entrant Company TBWA\ZEENAH Muscat, OMAN
Advertising Agency TBWA\ZEENAH Muscat, OMAN

The Campaign

Problem: The Mitsubishi Outlander is a “Crossover”. It can handle city streets and off-roading but it’s not as comfortable as a saloon, or as capable as an SUV. Nobody had really heard of them and they weren’t selling. Insight: Oman is perfect “Crossover” territory. It’s a country where you can go from the centre of town to winding mountain roads in just 10 minutes. An unbelievable adventure could be just round the corner. Idea: With the Mitsubishi Outlander, you can have unbelievable adventures – and it has a new unbelievably low price.

Success of the Campaign

Results: Enquiries increased by 393% Sales increased by 463% Conversion Rate increased by 18% The Mitsubishi Outlander? SOLD OUT. (The client is now asking for a follow-up campaign for the 2013 model based on the success of the earlier one) The response from the people of Oman was also unbelievable.The campaign was talked about in newspapers, on radio, and was even echoed online. It turns out that the people of Oman were sick of the usual price driven ads, and wanted something more interesting.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The campaign was first launched in newspapers and radio, then followed by magazines, SMS and e-mailers. To supplement the 5 print ads, we compiled a list of unbelievable facts that appeared in the same magazines and newspapers, just before the actual print ad. On the radio, and to make sure it didn’t get tired, we recorded 30 different facts in Arabic and English. The Campaign was also displayed outdoor and on ambient stands in Malls and in the client showrooms.


Name Company Role
Samer Lahoud Tbwa Zeenah Creative Director
Tony O'connor Tbwa Zeenah Creative Director
Samer Lahoud Tbwa Zeenah Art Director
Ahmed Al Raeesi Tbwa Zeenah Art Director
Tony O'connor Tbwa Zeenah Copywriter
Abeer Al Belushi Tbwa Zeenah Copywriter
Sana Al Naimi Tbwa Zeenah Copywriter
Joshua Olinyk Tbwa Zeenah Account Manager
Brian Pieries Tbwa Zeenah Account Director
Vk Raman Tbwa Zeenah Production Manager
Adrian Pratama Freelance Retoucher
Mohamed Irfan Freelance Editor