2017 Winners & Shortlists

LAUGHING ALL THE WAY

BrandVIRGIN MEGASTORE MENA
Product/ServiceFESTIVE GIFTS 2016-2017 CAMPAIGN
EntrantVIRGIN MEGASTORE MENA Dubai, UNITED ARAB EMIRATES
Idea Creation VIRGIN MEGASTORE MENA Dubai, UNITED ARAB EMIRATES
Media Placement VIRGIN MEGASTORE MENA Dubai, UNITED ARAB EMIRATES
PR VIRGIN MEGASTORE MENA Dubai, UNITED ARAB EMIRATES

The Campaign

The backbone of the campaign was the gift guide which offered gift ideas curated by influencers. Each of them are experts in their respective fields corresponding to Virgin Megastore product categories. To celebrate the holiday season and to engage customers, graphically our Laughing All The Way campaign drew inspiration from popular festive carols. A set of well-known festive song lyrics were chosen to be the focal graphic element. They were visually represented as typographic illustrations that could easily be adapted for versatile media applications and formats. To evoke a feeling of warmth and seasonal cheer, a carefully developed color theme brought together the universally recognized Virgin red and complimenting soft pastel hues. Plenty of white space gave the overall composition a seasonal, magical look.

Creative Execution

Implementation, placement and scale: - in-store branding at Virgin megastore in 12 leading malls - print media ads and advertorials across 50 prominent magazines and newspapers - online traffic generation campaign - social media activation involving 5 UAE influencers - online gift guide - animations broadcast both in-store, online and on social media - lifestyle gift giving photoshoot - influencers interview photoshoot - production of branded gift bags, gift boxes, gift wraps, stickers and tags - production of the campaign discovery kit sent out to key media representatives Timeline: December, 2016 to first week of January, 2017.

The brand’s first big integrated multichannel campaign’s success is evident in the following data. ONLINE The integrated campaign communication delivered an e-commerce boost both in sales and conversion rate on virginmegastore.ae CONVERSIONS December increase in online transactions compared to previous month: 71% December increase in online conversion rate compared to previous month: 67% TRAFFIC INCREASE The online Holidays Gift Guide landing page www.virginmegastore.ae/lp/gift-guide, part of the overall integrated campaign, resulted in a substantial traffic growth. Online traffic on product categories increased by 10.5% SOCIAL MEDIA Facebook - 2,082,170 campaign views and 23,306 posts engagement. Monthly engagement increase resulting from the campaign: 21.1% Instagram monthly engagement increase: 11.9% Twitter - 108,137 campaign views and 3,144 post engagement. Monthly engagement increase resulting from the campaign: 8.8% PRINT MEDIA PR placement across 50 titles including newspapers Gulf News, The National, Khaleej Times, Gulf Today.

The Laughing All the Way Virgin Megastore campaign was implemented across multiple channels with versatile media applications and formats. It was delivered online as an interactive gift guide, on social media driving engagement and traffic, and offline across physical stores, malls and major print media publications both as ads and advertorials. In addition, a set of animations was created to complement the multichannel branding.

Audience: Shoppers looking for holiday gifts and gift ideas across different product categories who can benefit from a multichannel and integrated shopping experience. Integration: The clean, minimalistic visual style was allowed for easy adaptations in the integrated campaign. The simplicity allowed us to keep the focus of the campaign on our partner experts / influencers and on the gift guide. The integration involved: • five UAE based influencers • store branding and activities across 12 leading UAE malls • social media activation including giving out prizes • online traffic generation campaign • content placement in 50 prominent magazine and newspaper publications • animations broadcast both in-store, online and on social media Approach: The online gift guide gave holiday gifts ideas to shoppers with these shopping solutions: - to buy online and have it delivered - buy online, pick up in-store - browse in-store, buy in-store - browse online, buy in-store

Credits

Name Company Role
Martin Galabov Virgin Megastore MENA Creative Director
Mark Cruzem Virgin Megastore Senior Graphic Designer
Jonathan Gonzales Virgin Megastore Web developer
Reed Ghounaim Virgin Megastore Graphic Designer
Mikhail Kobzar Virgin Megastore Graphic Designer
Eloise Henry Virgin Megastore E-commerce Website Manager
Tarek Moussawer Virgin Megastore Marketing Manager
Almir Smajlovic Virgin Megastore E-commerce manager
Nassim Goraieb Virgin Megastore Area Marketing Manager
Naseem Moussa Virgin Megastore Traffic Manager
Rohma Nomani Virgin Megastore PR Specialist
Ram Nath Virgin Megastore Social Media Specialist
Rolando Calanday Virgin Megastore Graphic Designer
Karim Hobeika Virgin Megastore Strategic Partnership Manager
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