2013 Winners & Shortlists

#MARCTHEDOT

BrandCOTY
Product/ServiceWOMEN FRAGRANCE
EntrantHAVAS MEDIA Dubai, UNITED ARAB EMIRATES
CategoryUSE OF STANDARD OUTDOOR
Advertising Agency HAVAS WORLDWIDE - MIDDLE EAST Dubai, UNITED ARAB EMIRATES
Media Agency HAVAS MEDIA Dubai, UNITED ARAB EMIRATES
Entrant Company HAVAS MEDIA Dubai, UNITED ARAB EMIRATES

Results and Effectiveness

We reached more than 1M unique users online More than one picture was taken every minute for the duration of the campaign! In total more than 30,000 images, comments and shares spread across Instagram, FB, Twitter.

Creative Execution

We brought the dots to the people so that they could be marc’ed. A caravan of dots danced, zip zaged and criss-crossed the city. 1000's of kms in total! By bringing the dots to the people, the product was sampled. Interactions with the built digital ecosystem was enabled. Authentic product conversations in the voice of the people rang across social channels.

Insights, Strategy and the Idea

Every two days, there is a perfume launch in the Middle East. How does a new fragrance stand out from thepack and get noticed?and reach to its core target audience female18-25yrs who are always on the move and always connected INSIGHTS Dubai has the most skyscrapers of any global city. What it lacks is dots. They are few and far between. What happens when there is a campaign built on #MarcTheDOT and there aren't any dots to be found?

Credits

Name Company Role
Nicole Noujeim Coty Senior Marketing Executive
Tanya Fakhoury Havas Media UAE Associate Media Director
Rayan Bou Karroum Havas Media UAE Media Director
Houda Tohme Havas Media UAE Deputy General Manager
Cortlan Mcmanus Havas Digital Social Media Director
Asim Janjua Havas Digital Associate Creative Director
Dalia Ismail Havas Media UAE Senior Media Planner
Racha Hamze Havas Media UAE Senior Media Buyer
Omar Naoura Havas Media UAE Buying Director
Alejandro Fischer Havas Digital Media Manager
Aldar Kurdi Havas Digital Interactive Senior Art Director
Talal Akl Havas Digital Senior Interactive Designer
Samar Alam Havas Worldwide Senior Account Manager
Marcella Donovan Havas Worldwide Group Account Director
Michelle Hajjar Havas Worldwide Account Executive
Pascale Nader Havas Worldwide Creative Director
Sandy Zavzadijan Havas Worldwide Senior Art Director
Souha Dalloul Havas Worldwide Strategic Planner Manager