2015 Winners & Shortlists

The Brief

Every year Zayani Motors gives a calendar as a year-end gift to their existing corporate and selected individual clients. But the brand wanted to turn this gift into something useful and differentiate from other brands. The client was facing a problem of customers taking their cars to unauthorised dealers and using cheap parts to save money. The strategy was to turn the calendar into a piece of communication that would build brand affinity and make it top of mind not just for car sales, but as car care experts who also specialise in after sales service, maintenance and genuine parts.

Creative Execution

The design idea captured scenarios that consumers are well aware of. It told relevant, insightful stories that highlighted the importance of vehicle care and maintenance. However, it was done in a way that was non-preachy and entertaining. The calendar was successful in showcasing Zayani Motors as an automobile expert that offers professional maintenance service and great value in terms of genuine parts.

Describe the creative solution to the brief/objective.

Client’s brief also included the need to avoid a photo shoot or download expensive images from sites like Getty or Corbis. Keeping design appeal and functional application in mind, the idea was to communicate serious/important messages but with a touch of humour. We turned the challenge into an opportunity and used illustrations to create single image stories that revolved around maintaining and servicing vehicles. Each illustration captured a service relevant for a certain month, with a tip from Zayani Motors summing up the idea. The illustrations were further complemented with number plates frames to highlight the dates.

Results

Within a month of distributing the calendars, Zayani Motors recorded approx. 15% increase in requests for car service/maintenance. A 10% increase in genuine parts sales was also recorded. The client had initially requested 1000 copies to be distributed amongst their close corporate clients, private clients and also internally. However, due to it growing popularity and demand in just 3 weeks, they had to print 1000 extra copies.