Brand | COTY |
Product/Service | WOMEN FRAGRANCE |
Entrant | HAVAS MEDIA Dubai, UNITED ARAB EMIRATES |
Category | USE OF SOCIAL MEDIA |
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 2 days, there is a perfume launch in the Middle East. How does a new fragrance stand out from the pack and get noticed among its target females 18-25yrs who are always on the move and always connected?
Dubai has the most skyscapers 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
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 |
Head Of Buying |
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 |