2014 Winners & Shortlists

Results and Effectiveness

We over achieved our reach goal by 283% collectively across India, Russia and China over the course of one month. Over 1 million social media engagements of Vogue’s DSF content were generated by users’ sharing, liking, tweeting and clicking.

Creative Execution

GLOCAL FL was created to streamline the process of taking a brand global where its awareness was well below average- therefore, we decided to partner with a credible publisher that could not only harness the Fashion luxury segment, but also speak to their audience in the way they like to be spoken to. Hence, we negotiated with Vogue India, Russia and China to create a dedicated destination where DSF could tell their festival story in a luxury fashion manner. Vogue, the world’s most influential luxury fashion publication spoke to an affluent audience that we could have never reached otherwise. What this ignited was a loophole in speaking to an audience beyond the norm of advertising- we Leveraged an existing brand’s audience, used their specialized communicators (editors) to generate content about DSF that resonated with the luxury fashion audience.

Insights, Strategy and the Idea

The main objective of the campaign was to communicate DSF; firstly internationally in India, Russia & China then regionally and locally in the GCC. The problem was that awareness of the festival within India, Russia and China was below 5%. A traditional banner campaign asking global potential consumers to visit Dubai was not going to be sufficient. One of our main take-outs from the research concluded to highlight that a common theme between Russia, India and China was that people visited Dubai over this period for Fashion shopping and the luxury experience. Therefore, we created the model “GLOCAL FL”- taking the DSF brand GLObal and loCALising their communication message in a Fashion Luxury (FL) environment within the respective countries.