2014 Winners & Shortlists

The Campaign

Splash signs Salman Khan as the brand ambassador. A first from Splash in terms of celebrity associations, the announcement was made in July 2013 and came at a strategic time when the brand is celebrating 20 years in love with fashion. To launch the association Splash launched a 360 degree integrated marketing & communication strategy which included Outdoor(Billboards, taxis, lamp-posts), In-store, In-Mall, Online & Social media, PR(interviews, features, photo-shoots, press release), Radio,TV & Cinema(Spots playing the TVC) and Direct Marketing(SMS, Emailers) across all countries that the the brand has presence in, except India.

Success of the Campaign

The campaign was very well received by the varied Splash customer and helped break the clutter for the brand in the high-street category. Sales for the brand also went up and clothes worn by Salman in the campaign were instant sell-outs. The imagery and connect between Splash & Salman Khan was applauded by the industry.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Outdoor-Billboards, taxis, lamp-posts In-store- A4 Inserts, Security antennas, Mupis, Danglers, trial rooms, display windows, promotion tables In-Mall- Banners across MAF malls, Screens (Dubai Mall), Light boxes, Bridge banners, Parking Mupis Online & Social media- Custom made App to integrate in-store and online, viral contest on the FB wall, Youtube teasers PR-interviews, features, photo-shoots, press release Radio- Contests and spots playing the TVC on various English, Asian & Arabic channels TV & Cinema- Spots playing the TVC across key channels in the MENA region Direct Marketing- SMS, Emailers, catalogs