2015 Winners & Shortlists

Results and Effectiveness

• 1.125 billion impressions globally. • Over 17 million impressions in UAE. • Over 7 million articles and posts. • Hundreds of thousands of user generated photos. • Hundreds of thousands of user generated videos. • Over 4 million USD in earned media, featuring on media platforms and sites such as: Top Gear, Stuff, Automobile magazine, Total car magazine, CNN, BBC World, Bloomberg, CNBC, Yahoo!, The Sun, Daily Mail, Sky News, Global Post, Telegraph, 9 News, Beverly Hills Magazine, and many more. • Voted “Car of the Year” and “Best Supercar” at the Middle East Motor Awards • Most effectively, traffic violations in Dubai reduced by 5.3%.

Creative Execution

Promoted primarily through Dubai Police’s social channels and its on-ground presence, the fleet took a life of its own on social media. The Supercop cars started getting their much-deserved star treatment on Facebook, Instagram and Twitter, setting off a firestorm of activity on social media as they drove through the streets of Dubai – being covered not just by Dubai residents, but also by tourists, local media and most importantly, by all leading international media platforms such as CNN, BBC, Yahoo!, CNBC, Bloomberg, Daily Mail, Telegraph and more. The supercars also had a mesmerizing effect on the tourists in Dubai as it became a must-see tourist experience on its own! And for errant motorists, all the social media buzz generated made sure that because of the amazing Dubai police car fleet means there was absolutely no escape for any intentional mistakes on the roads of the city.

Insights, Strategy and the Idea

Dubai is known internationally for its tallest, its biggest and its fastest. But on the downside, it is also known for one of the highest traffic violations, and its real estate and debt crises. These adversely affected its positive perception that the government sought to uphold. Dubai Police was chosen to strengthen Dubai’s international brand image and be seen as a modern crime-fighting unit, reducing road rage violations while at it. So, the World’s First Supercop Cars were introduced – an innovative outdoor media channel to promote Dubai. Super powered, super fast, super cool, with a striking design, stylish new colors, and an exclusive Arabic font, these cars took over Dubai. In a city that seeks to break records, this was a prime opportunity for the authorities to continue to showcase the Emirate of Dubai as a city of superlatives and offering another attraction for the growing number of tourists.