2016 Winners & Shortlists

The Brief

The sole objective of the festival was to generate sales and footfall. At a point where the market was cluttered only with direct discounts, we wanted to create promotions to provide the consumers with value added offers. The offers ranged from two for less, bundle offers, free gifts on purchase which was valid on the new collection as well. The festival that ran from 11th Nov to Jan 5th was executed through different marketing (ATL and BTL) elements.

Creative Execution

The marketing plans were executed to communicate the offers to the customers which created hype around the festival. The creative was clean and simple using bold fonts and bright colors to grab attention in a much cluttered market filled with overbearing discount communication. The creative had a feel- good layout with gifts and fireworks to depict a festival. The project started on 11th of November 2015 and ran till 5th of January 2016 in the UAE. The festival was communicated at both ATL and BTL forms of marketing including Radio, Print ads in magazines like Ahlan, Masala, Wknd, Friday, Gulf News, Al Khaleej to name a few, Billboards, Neighborhood distribution (Catalogues), In-mall branding, Buses, Bus shelters, metro branding, taxis, city wide mupis and scaffolding. The same was adapted to every market. PR included dissemination of press release to create buzz though magazines and online portals. Shukran- loyalty program targeted 1.3 million consumers via customized offer SMSs depending on the TG segmentation on a weekly basis which directed them to the stores leading to sales. Online and Social Media strategy included media spend allocated through GDN, Search, Youtube, FB & IG ads across GCC along with targeted communication with region wise customized offers

Describe the success of the promotion with both client and consumer including some quantifiable results

Overall increase in sales 29.5% over Previous Year in UAE.

Explain why the method of promotion was most relevant to the product or service

The festival was designed to create deals and offers for its consumers by introducing varied in-store offers. By definition, the festival was created for immediate activation for sales purpose but without offering direct discount which included advertising, online activations and PR.