2016 Winners & Shortlists

The Campaign

To offer something new for DSF 2016 we married two insights were together The first is that millennials are always chasing the new, the different, the incredible, the newsworthy. And with Dubai and it's exceptional brand of incredible, biggest, and best, millennials' expectations are set sky high. The second insight was that entering prize draws are not news worthy, but getting a great deal is a story worth sharing. The result, to offer customers deals that lived up to Dubai's brand of impossible by being Beyond any offer that had come before or could be found elsewhere in Dubai We created impossible deals In order to create the deals we joined up with eight high-end partners (names) with whom we negotiated impossible deals based upon a barter on media spend. The mechanics of our communication meant that we would advertise the next days deal in media featuring the partners products. The daily deals offered to customers on a 10% to 90% cost ratio. 10% to the customer 90% paid for by the client. The deals were offered on a daily basis on a first come first serve basis. The mechanics were very simple - we advertised and pushed for signup and registration on a microsite to receive the daily deals by SMS and email - once signed up , The participants would receive the deal of the day by SMS and email, which featured a unique short code link - by clicking the link the participant was taken back to the microcyte and a page where the deal could be claimed at 2 PM every day - The first people to click for the deal would be the ones that got the deal - winners were contacted and Luna and losers sent a consolation email

Pre-campaign the banks ((our client's clients) were so excited for the campaign's launch we had over 140 banks signing up for the toolkits to support the promo. The videos got over 17 million views across Facebook and YouTube. We had 101,000 sign-ups for the campaign (KPI was 50,000). We averaged 4,200 claims per daily deal.