2013 Winners & Shortlists

The Brief

CHALLENGE Re-boost campaign using traditional media has historically shown no increase in sales. In particular with print, the use of traditional use of "inside pages" has not shown a significant ROI. INSIGHTS In the ME, the culture of "VIP" runs deep. Our metros have Gold Class; our parties are VVIP – sometimes, not even a normal VIP can enter. Most magazines have a VIP section, and even special titles exists that are dedicated solely to the coverage of VIP and celebrity events. Everyone looks at them, everyone wants to be featured there and yet very few people ever make it.

Describe how the promotion developed from concept to implementation

EXECUTION We combined mass media with a hybrid in-mall activation, digital and a unique VIP section in magazines to showcase how 212 VIP turns everyone into a VIP. The "paparazzi" took photos of the participants at in-mall activations. We brought these new VIPs to the attention of tens of thousands by publishing these pictures in the VIP sections of major print titles as well as syndicate them online at 212 VIP FB Page where comments and shares would drive engagement and awareness

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

RESULTS Overachieved sales target by 160% 13.6% sales increase over prior year 1200 people and their photos added to the ME VIP scene Global Facebook audience increased 24% from GCC Over all 55,000 people "met" the new VIPs in the print titles

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

The promotion help the brand to engage and interact at a level they have never done before. Consumer where able to identify themselves with the brand and feel part of the 212 VIP experience.