2013 Winners & Shortlists

The Brief

Al-Futtaim Toyota was a major sponsor of the annual Gulf News Fun Drive in January 2013. Thousands of off-road enthusiasts converge at the event every year for a couple of days of fun on the sand. Toyota felt it would be the perfect opportunity to encourage test-drives and convert these to purchases of its Off-Road range, through an exclusive price promotion for all attendees. But they realised that their communication would have to be memorable long after the event was over, and not discarded like yesterday's news.

Creative Execution

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. The variety of Toyota off-road vehicles that were being promoted also continued to establish the brand as the leader in that particular automotive category, especially in the UAE.

Describe the creative solution to the brief/objective.

The team at GMASCO decided to create an interactive flyer, that created intrigue and participation. Ultimately, we wanted to ensure that the promotion would be seen and remembered. We decided to utilise a natural element, with the flyer, 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.

Results

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.