Brand | ARABIAN AUTOMOBILES COMPANY INFINITI |
Product/Service | INFINITI CARS |
Entrant | MULLENLOWE MENA Dubai, UNITED ARAB EMIRATES |
Category | Use of Print & Publishing |
Idea Creation
|
MULLENLOWE MENA Dubai, UNITED ARAB EMIRATES
|
Media Placement
|
INITIATIVE MENA Dubai, UNITED ARAB EMIRATES
|
Production
|
DEJA VU Dubai, UNITED ARAB EMIRATES
|
Production 2
|
SATORI Dubai, UNITED ARAB EMIRATES
|
Cultural/Context information for the jury.
Dubai's population is 83% expat. That can be a problem when Social Recognition is a key factor for purchasing luxury items (like an INFINITI) and the target is thousands of kilometres away from those they want to impress.
So, w decided to turn a dying, old-fashioned media - press - into an innovative incentive for the purchase process.
We understood the needs of our target - expats in Dubai - and offered them the opportunity to be in the newspaper in their hometown, sharing the great news of owning their first INFINITI.
We published single ads thousands of kilometres away, even in countries where the brand wasn't present, getting way more results than printing them in Dubai, the city of Arabian Automobiles INFINITI showroom.
Credits
Miguel Dianda |
MullenLowe MENA |
Creative Director |
Marcelo Zylberberg |
MullenLowe MENA |
Copywriter |
Rodrigo Nakaza |
MullenLowe MENA |
Art Director |
Alfonso Arbós |
MullenLowe MENA |
Creative Director |
Tomás Lavagno |
MullenLowe MENA |
Creative Director |
Mohammed Jawad |
MullenLowe MENA |
Motion Graphic Designer |
Seif Kandil |
MullenLowe MENA |
Business Director |
Marianne Bassil |
MullenLowe MENA |
Account Director |
Nathalie Garino |
AW Rostomani |
Brand Director |
Ahmad Shamesedin |
AW Rostomani |
Brand Manager |
Omar Sallam |
MullenLowe MENA |
Account Executive |