2013 Winners & Shortlists

The Brief

To bring alive the brand communication on ground and to reach out to current and potential customers who share the brand’s attributes: sporty, energetic and masculine

Describe how the promotion developed from concept to implementation

Sponsorship of the Red Bull X-Fighters and activate Freestyle event in the H&S Road-show. Branded stand featuring entertainment for the visitors, placed close to the main entrance featuring: A Beatboxer – entertaining & attracting the audience. The celebrity freestyle footballers from the GCC to demonstrate skills. Customers to play online freestyle game on H&S FB page. Best scorer gets H&S gift bags.

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

500 Facebook contestants signed up on the day. 10,000+ visitors to the stand to watch the entertainment.

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

The sponsorship of the competition capitalized on the sporty and energetic, mostly male, receptive audience at the event which was a match for the brand. By incorporating competitive sporty elements such as the online game and freestyle footballers, along with the entertaining Beatboxer, this helped draw the crowds to the stand so they could get engaged with the brand values.