2013 Winners & Shortlists

The Brief

The target audience are car paint workers... MBTE is a chain retail store for selling car paints and industrial equipment. Using traditional mediums and social media was not an option to reach our target audience. Working with a tight budget, a massive media campaign would be out of the question. After studying the car painting process, we discovered that all of them share a common step; by using newspapers… so we decided to take a part in this process and provide a helping hand We created the “The Good News Newspaper”….Announcing the special discount provided by MBTE.

Creative Execution

Using traditional mediums and social media was not an option to reach our target audience. Working with a tight budget, a massive media campaign would be out of the question. After studying the car painting process, we discovered that all of them share a common step; by using newspapers… so we decided to take a part in this process and provide a helping hand We created the “The Good News Newspaper”….Announcing the special discount provided by MBTE.

Describe the creative solution to the brief/objective.

After studying the car painting process, we discovered that all of them share a common step; by using newspapers… so we decided to take a part in this process and provide a helping hand We created the “The Good News Newspaper”….Announcing the special discount provided by MBTE. The Good News was distributed to all car paint shops in the Kingdom. Car painter started using the MBTE newspapers for spraying the cars. And the news had spread through out all garages about the 35% Discount..

Results

There was a dramatic change in the sales, but more importantly, MBTE became the go-to shop for all car paint needs standing out from the rest of the mold. And the Great News is that every month the Good News newspaper is becoming a monthly newspaper announcing different offers. +5% - 25% Growth of Sales across all categories. +3% Increase in Daily Footfall.