2013 Winners & Shortlists

The Brief

Keeping up with the novelty cake trend, Sweet Lane wanted to tell people about their level of expertise within the category. The main focus was their ability to recreate absolutely anything customers wanted in the form of a cake, and they needed to find a simple and cost-effective way to communicate it.

Describe how the promotion developed from concept to implementation

To show people just how far Sweet Lane cake designs can go, we created giant birthday candles and put them on objects around the city with one key message: Turn anything into a cake. From parked cars on the street, to playground slides and mall arcades, we showed people endless novelty cake possibilities by Sweet Lane.

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

With a budget of only AED 5,000, the giant candles were seen around the city for two weeks during which Sweet Lane saw a 42% rise in inquiries about novelty cakes. The following month, their cake sales doubled. Sweet Lane were so pleased with the results and interest generated by the candles, that they’ll be doing the activation again when they open their new stores in Barsha and Dubai Mall in May.

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

By targeting objects that kids find attractive, in spaces frequented by mothers, we ensured Sweet Lane’s message was communicated where it would be seen and remembered. The idea itself stemmed directly from the brand proposition and showcased Sweet Lane’s ability to create novelty cakes of any item a customer could ask for.