2016 Winners & Shortlists

THE TRIBAL RAPPORT FIELD GUIDE

Silver
BrandMERCEDES-BENZ
Product/ServiceG-CLASS
EntrantIMPACT BBDO Dubai, UNITED ARAB EMIRATES
CategoryMailings
Entrant Company IMPACT BBDO Dubai, UNITED ARAB EMIRATES
Advertising Agency IMPACT BBDO Dubai, UNITED ARAB EMIRATES

Brief Explanation

We created a 115-page guide and handed it out to existing and prospective customers. It was designed to talk to adventure seekers in a way that they would understand, celebrate the adventurous spirit of the G-Class and also be something that the receivers would want to carry with them at all times.

Creative Execution

The guide was designed to include extensive information about tribes from around the world including their likes and dislikes. But that's not all. We researched every tribe to identify the perfect gift for them – one that would appease their precarious beliefs and customs and ensure our drivers a warm welcome. For example, for the Yaohnanen tribe who worship Prince Phillip, we added a life-size photograph of the Prince. To ensure a safe passage, all the drivers needed to do was identify the tribe, tear out the corresponding gift and offer to the leader of the tribe. The 115-page leather bound book had Japanese binding and featured 12 international illustrators who brought to life 12 tribes with unique art expressions.

Results

The Tribal Rapport Field Guide was handed out to 50 prospective customers while 1 copy was exhibited next to the G-Class in the Mercedes-Benz showroom. Soon, we were filled with requests for copies and are now printing an additional hundred for Dubai and more for the region. But more importantly, the guide helped establish the brand's off-roading capabilities and G-Class owners can now make friends on all of their adventures.

Credits

Name Company Role
Fadi Yaish IMPACT BBDO Dubai Regional Creative Director
Khaled Said Abdelaziz Metwally IMPACT BBDO Dubai Associate Creative Director
Ibrahim Barakat IMPACT BBDO Dubai Art Director
Scott Leder IMPACT BBDO Dubai Creative Director Design
Alok Mohan IMPACT BBDO Dubai Senior Copywriter
Clarisse Mar Wai May IMPACT BBDO Dubai Executive Integrated Producer
Mohamed Said IMPACT BBDO Dubai Graphic Designer
Karna Mukhia IMPACT BBDO Dubai Illustrator/Visualizer
Rijin Kunnath Raju IMPACT BBDO Dubai Creative Designer
Alberto Lorenzo IMPACT BBDO Dubai Account Manager
Tennyson Torcato IMPACT BBDO Dubai Creative Services Director
Sajan Abraham IMPACT BBDO Dubai Production Manager
Hani Aldeeb IMPACT BBDO Dubai Senior Studio Designer
Lennart Mueller-Teut MERCEDES - Daimler Middle East/Levant FZE Head of Marketing Communications Mercedes-Benz Cars