2016 Winners & Shortlists

Brief Explanation

For 32 to days we communicated with our audience on a daily basis. From SMS and email notifications, to a countdown timer hosted on a microsite. Each day communicating that the client are proud sponsors of Dubai Shopping Festival, and what better way to celebrate than to announce impossible deals, every single day. The deals were offered on a daily basis on a first come first serve basis. First people would opt in to the bonanza then they would receive the deal of the day by SMS and email, at 2 PM every day. The first people to click for the deal would be the ones that got the deal. As well is the daily communication on the next days deal, which ran through the line. We also promote the campaign with viral videos featuring impossible moments in Dubai, as well as influencer and digital media.

Creative Execution

In order to create the deals we joined up with eight high-end partners with whom we negotiated impossible deals based upon a barter on media spend. We then used our offline booked media space to prioritise messaging around the deal coming up the next day to entice people to sign up, conversely using our online media to drive people to sign up for the deal of that day. Creating a sense of realtime hype taking advantage of the go getter mentality of our target audience.

Results

Highest Issuer Activation - 140+ banks signed up - an increase of 115% from 2015. Sign-Ups - 101,000 x 2 of the original KPI of 50,000 sign ups set as the target at the beginning of the campaign. Deal claims - an average of 4,200 claims per deal - with 50% in the first 2 mins. Impossible Videos - 17 million views across Facebook and YouTube in just a matter of weeks.