2013 Winners & Shortlists

LEVITATING THE MOVIES

BrandGLOBAL EXPORT CO.
Product/ServiceAMERICAN GARDEN POPCORN
EntrantY&R DUBAI, UNITED ARAB EMIRATES
CategoryEVENT & FIELD MARKETING
Entrant Company Y&R DUBAI, UNITED ARAB EMIRATES
Advertising Agency Y&R DUBAI, UNITED ARAB EMIRATES

The Brief

American Garden has changed their packing after 25 years. As part of the full re-branding, they wanted to re-launch their new Lite Popcorn which is 94% Fat Free, and reach out to a younger, more health conscious demographic.

Describe how the promotion developed from concept to implementation

Popcorn goes hand in hand with the movies, so we decided to show people what happens when you mix Light Popcorn with movies, by pulling a stunt. In busy malls, on a weekend, we made movie characters levitate. And with no strings, or wires, we got Lite Popcorn off the ground in a fun and entertaining way.

Describe the success of the promotion with both client and consumer including some quantifiable results

Over 3 days, we sampled 7,800 packs of the new Lite Popcorn. Everyone who passed the levitating movie characters had their mobile phones in the air, and pictures were posted on Facebook, Twitter and Instagram. American Garden were so pleased with the response, that they are planning to do the activity in other cities in the GCC with different levitating movie characters.

Explain why the method of promotion was most relevant to the product or service

By making movie characters levitate we were able to effectively demonstrate the key benefit of Lite Popcorn. It was also a very different and new way to do sampling, and people were actively engaging with the characters (who were handing out the samples).

Credits

Name Company Role
Shahir Zag Y/R Dubai Chief Creative Officer
Shahir Zag Y/R Dubai Creative Director/Copywriter
Kalpesh Patankar Y/R Dubai Creative Director/Art Director
Ash Chagla Y/R Dubai Copywriter
Amin Soltani Y/R Dubai Head Of Production
Leng Panganiban Y/R Dubai Producer
Subash Mishra Y/R Dubai Head Of Post Production
Shaik Shibli Y/R Dubai Account Director
Nora Ferneine Y/R Dubai Account Manager
Rayan Rahal Y/R Dubai Account Executive
Kaleem Un Zaman Qureshi Global Export Marketing Co. Marketing Director
Alyshia Fazal Global Export Marketing Co. Marketing Manager
Pixel Plus Media Production House