2013 Winners & Shortlists

The Brief

The sampling was done to encourage trial, engage with the consumers and increase awaerness about the brand and collect data base

Describe how the promotion developed from concept to implementation

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? 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.

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

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.

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

it was relevant becuase our target is on the go and always connected through their smart phones. and we were sure that they will spot the cars and take their pictures and upload them also they spend a lot of time in JBR where are rovers where roaming around sampling and uploading pictures on the spot through their ipads