2016 Winners & Shortlists

The Campaign

To change the perception, we decided to let the LR4 do the talking. And we knew that it had to be more than just an average drive. So we set out to give the region's off-roaders a new destination of their own. By mapping the geographical milestone of the Tropic of Cancer, an uncharted route in a harsh environment that pushes the limits of hardened adventurers. As word about the expedition spread, everyone took notice. Then, we bagged the most sought-after television coverage in the industry! National Geographic Abu Dhabi got inspired by our quest and broadcasted our adventure as a 45-minute primetime special. The National Geographic Abu Dhabi broadcasted our adventure as a 45-minute primetime special with multiple repeat telecasts.

Describe the results in as much detail as possible: What happened as a result of the promotion and/or activation? How did the promotion and/or activation achieve the goals and influence business outcomes? Include commercial results such as sales and profit as well as change in consumer awareness and attitudes. Please note, in the absence of any indication of results, the jury cannot give a mark for this and the entry could suffer as a result. (The last brand health was conducted prior to the launch of the project and a post-campaign brand health exercise is yet to be conducted. Therefore, success – at this point - is based on engagement and traffic on both traditional media and social channels.) National Geographic Abu Dhabi premiered it at primetime and ran 6 repeat telecasts of our 45-minute documentary. In the end, the LR4 conquered one of the few unmapped places on the planet, as seen on TV! Thus, proving its capabilities, earning new friends and charting a new place of pride in the hearts of the Arab off-roaders. Please list each element of your submission in the order of implementation with dates.