2013 Winners & Shortlists

The Brief

The challenge was to take the creative concept of the SMS competition across different platforms to maximize exposure and reach as wide an audience as possible in an attractive, appealing way. We needed to develop a method of communicating the message that anyone can be a winner instantly with an SMS utilizing elements that can be associated with the main creative.

Describe how the promotion developed from concept to implementation

In the main visual artwork, we see different people buried under a pile of cash with the phone in hand as they receive the SMS informing them of winning instant cash. To recreate that effect, we took the cash factor and presented it in flyer form. The flyers were designed as actual fake wads of money were placed in various public spaces, such as shopping malls, stores, coffee shops, benches, bus stops, pavements. This helped spread more awareness about the campaign.

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

The response and participation levels were far higher than previously recorded. With 385,000 flyers printed and distributed across the Kingdom, a significant number of the population was reached in a direct and memorable way which encouraged repeated entries into the contest. The client recorded an increase of about 40% in SMS generated revenue.

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

The “money” flyer caught people’s attention as the first moments of getting it enabled them to imagine how it would feel to win the actual money, filled with excitement, hope and anticipation.