2014 Winners & Shortlists

Results and Effectiveness

The results were outstanding! Voters grew by 200% over the 6 weeks. Our research study showed during and post the mini-series that viewers came in-store to request outfits from DSFstyle. This was a positive outcome of a credible TV medium and brand coming together to create a platform that connected the dots!

Creative Execution

Our idea was a paid product placement opportunity for key retail partners- in return, they would give us access to use all their outfits and pay for part of the production. By partnering they could leverage an editorially lead content idea that was above and beyond the norm of advertising. Consequently, we partnered with the number 1 TV channel in the GCC to create a reality miniseries named DSFstyle on MBC1’s morning show. DSFstyle is an engaging 15 minute entertainment episode where contestants were given an hour to pick-out the best outfit and dress a celebrity. At the end of the show, the presenter encourages the viewers to vote for their favorite contestant’s outfit online at MBC.net/dsfstyle, for the chance to win 5000 AED. This was then followed by a 7 minute reveal episode where both teams were interviewed at MBC studios and the winning contestants and voter were revealed.

Insights, Strategy and the Idea

Over the years, DSF has gained brand equity and become top-of-mind to a diverse audience. Research has shown that retailers feel they could get more support from DSF. Apart from sales, consumers were hungry for more engaging activities during the festival. With no budget at hand, we came up with a creative platform that would excite all parties being consumers, key retailers and malls to take part in the activation. Therefore, we created connect the dots at $0 cost!