2013 Winners & Shortlists

The Brief

MBTE is a chain retail store for selling car paints and industrial equipment. The competition in such car paint industry is very fierce, not to mention that all the competition are your next door neighbors. MBTE wanted to announce the 35% discount on all the products.

Describe how the promotion developed from concept to implementation

Using traditional mediums and social media was not an option to reach our target audience. After studying the car painting process, we discovered that all of them share a common step; by using newspapers… so we decided to take a part in this process and provide a helping hand We created the “The Good News Newspaper”….Announcing the special discount provided by MBTE. The Good News was distributed to all car paint shops in the Kingdom. Car painter started using the MBTE newspapers for spraying the cars. And the news had spread through out all garages about the 35% Discount..

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

There was a dramatic change in the sales, but more importantly, MBTE became the go-to shop for all car paint needs standing out from the rest of the mold. And the Great News is that every month the Good News newspaper is becoming a monthly newspaper announcing different. +5% - 25% Growth of Sales across all categories. +3% Increase in Daily Footfall.

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

Using traditional mediums and social media was not an option to reach our target audience. After studying the car painting process, we discovered that all of them share a common step; by using newspapers… so we decided to take a part in this process and provide a helping hand We created the “The Good News Newspaper”….Announcing the special discount provided by MBTE. The Good News was distributed to all car paint shops in the Kingdom.