2016 Winners & Shortlists

TRD DRIFT MAG

BrandTOYOTA
Product/ServiceAUTOMOTIVE
EntrantGMASCO Dubai, UNITED ARAB EMIRATES
CategoryUse of Print
Entrant Company GMASCO Dubai, UNITED ARAB EMIRATES
Advertising Agency GMASCO Dubai, UNITED ARAB EMIRATES
Advertising Agency 2 RBBI Dubai, UNITED ARAB EMIRATES

Brief Explanation

Al-Futtaim Motors Toyota wanted to widen awareness of the exciting Toyota 86 sports car, through more channels than car advertising, yet still convey the excitement of the car.

Results and Effectiveness

70,000 copies of the magazine wrap were distributed. The app was downloaded 500 unique times in the first week.

Creative Execution

The idea required a magazine front or back cover. We used a 4-page magazine wrap on the first issue of Shortlist Magazine, for maximum impact. This was linked via QR code and url to the app store, to download the app.

Insights, Strategy and the Idea

The car appeals to a younger audience who lead an active lifestyle and are digitally aware. Their familiarity with the brand and vehicle includes activations such as the Al-Futtaim Motors’ TRD Emirates Drifting Team, led by UAE Drifting Champion, Ahmed Al Ameri. The media planning for this idea required a medium matching the lifestyle of the target audience. This led to selection of a new lifestyle and listings magazine: Shortlist.

Credits

Name Company Role
Shaun-Dean Thomas GMASCO Creative Director
Jan Stoop GMASCO Art Director
Doug Mackay GMASCO Senior Copywriter
David Minkin GMASCO Client Services Director
Roxane Magbanua GMASCO Head of Media Planning
Abdul Basit Qureshi GMASCO Digital Group Account Director
Kavya Sajeev GMASCO Senior Account Executive
Frederick Tadeo GMASCO Digital Art Director
Umesh Nambiar GMASCO Print Production Manager
Tamas Farkas GMASCO Designer
Mallika Gaur GMASCO Digital Account Manager
Anil Kumar GMASCO Senior Media Planning Manager
Patrick Fourniol Al-Futtaim Motors Toyota Head of Marketing
Beatriz Trillo Al-Futtaim Motors Toyota Marketing Executive
Sajith Kadambat Al-Futtaim Motors Toyota New Media Marketing Manager