2016 Winners & Shortlists

Brief Explanation

Besides its strategic location, DAFZA's core strength according to customer feedback was that with its world-class infrastructure, facilities, and services – DAFZA took care of everything a business needs. We asked the question – with DAFZA taking care of everything what's the benefit your business experiences? Our insight was – “DAFZA is where business is free to perform at its best”. Our campaign presented DAFZA’s premium repositioning as a tangible business advantage: 'Feel free to be your best'. And the new tagline: 'Free to grow', summed up DAFZA's new promise.

The Campaign

Established in 1996, Dubai Airport Freezone, or DAFZA, is a pioneering free zone in the UAE and the Middle East region. It ranks amongst the world’s top free zone destinations for global companies in the Middle East. Today, with over 50 free zones in the UAE alone, DAFZA wanted to rise above the competition by repositioning itself as “Dubai’s Premium Free Zone”. The challenge was to convince the global business community that ‘premium’ was a tangible benefit rather than an optional business cost. The integrated campaign was launched in 14 relevant markets and countries addressing international corporate decision makers. The results were above expectations. DAFZA's new 'premium' repositioning was well received by the corporate and government entities.

Creative Execution

The integrated campaign was launched in 14 markets and relevant countries. The campaign started off with 3 x main launch ads and continued with 6 x follow-up ads in August covering all relevant international newspapers, magazines, outdoor and digital platforms. We addressed only the key target markets of DAFZA based on the research conducted which were Asia, Russia and Europe. The models and assets we used in the creative campaign were fitted to each of the target markets. Our communication spread through ATL platforms; international newspapers, magazines, outdoor and relevant digital websites including DAFZA's website and social media platforms, as well as BTL material such as direct mailing, international sales presentations on conferences and brochures.

Enquiries increased by over 26%. Average interaction on Twitter was 1.34% and over 50% of tweets were re-tweeted, both well above the UAE benchmark. Facebook visuals had very high engagement, with over 60% being shared. And Instagram had an 80% organic growth in followers. Following the campaign, DAFZA was also voted Superbrand of the Year.