2015 Winners & Shortlists

Results and Effectiveness

Results were outstanding with high increase in sales across the region. The focus markets for this campaign were the UAE and Saudi Arabia. • Sales in Saudi Arabia market shot up during the campaign’s period: Granada Center - 72% increase Dharhan Mall - 45% increase Mall of Arabia - 24% increase • Sales in UAE market increased by 19% • 84M impressions achieved through the digital campaign • 74,000+ app downloads • All radio competition winners attended the events and their experiences and pictures were shared virally. • 370,000+ fan engagement on Social Media

Creative Execution

Radio was a key media for consumer involvement through competitions that identified 30 winners for each event. Along with the radio stations, the winners attended the events carried out for each category where they were made to experience the relevant wear in its corresponding occasion/setting. Other media used to support the big idea was: • Outdoor • Inmall • Digital (SEM, RTB, Social Media, Application, and display) • Radio competition • Cinema • Print A digital app was created on Facebook to encourage engagement and participation in the “What Timberland are you?” game. This defined the participant’s style based on their personality and at the same time educated the consumer on Timberland’s versatile apparel and the Spring/Summer collection. Digital campaign to drive users to the App whilst creating the awareness and showcasing the different categories. Print, In mall and Cinema amplified the awareness.

Insights, Strategy and the Idea

Business Objectives: • Increase sales by 5% across the GCC region. Marketing Objectives The perception of Timberland was that the brand is only about the “yellow boot” offering. We built our marketing objective around our consumer insight; “The consumer wants a brand that fulfills their aspirations of style and comfort fitting for every occasion.” We needed to craft an idea to help change the perception of Timberland. Communication Objectives • Create engagement with the consumer through a 360 integrated content media solution in a diversified market and widen the consumer base with different lifestyles and interests. We identified 3 main categories amongst our consumers; Adventure, Fashion, and Camping The big idea “What Timberland Are You?” is a theme that was developed to challenge the perception of the consumer and help the brand to create advocacy. We amplified the big idea through activation that empowered each of the three categories by creating experiential events.