2013 Winners & Shortlists

THE GOODNEWS NEWSPAPER

Silver

Case Film

Presentation Board

BrandMBTE
Product/ServiceRETAIL STORE FOR CAR PAINT PRODUCTS
EntrantFP7/RUH Riyadh, SAUDI ARABIA
CategoryBUSINESS PRODUCTS & SERVICES
Entrant Company FP7/RUH Riyadh, SAUDI ARABIA
Advertising Agency FP7/RUH Riyadh, SAUDI ARABIA

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. Car painter started using the MBTE newspapers for spraying the cars. And the news had spread through out all garages about the 35% Discount..

Describe the creative solution to the brief/objective.

MBTE is a chain retail store for selling car paints and industrial equipment. The competition in such car paint industry is very fierce. Using traditional mediums and social media was not an option to reach our target audience. 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.

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. +5% - 25% Growth of Sales across all categories. +3% Increase in Daily Footfall.

Credits

Name Company Role
Ahmad Beck Fp7/Ruh Executive Creative Director
Khalil Arouni Um Ksa Managing Director Ksa
Mustafa Zaatari Fp7/Ruh Senior Art Director
Jimmy Abboud Fp7/Ruh Art Director
Hossam Mubarak Fp7/Ruh Copywiriter
Ramero Firmeza Fp7/Ruh Art Director
Ahmad Beck Fp7/Ruh Art Director