Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: ROADS AND TRANSPORT DUBAI
Product/Service: DUBAI METRO
Agency: SAATCHI & SAATCHI
Executive Creative Director: Sion Scott-Wilson (Saatchi & Saatchi)
Art Director: Anjum Shaikh (Saatchi & Saatchi)
Copywriter: Neil Harrison (Saatchi & Saatchi)
Photographer: Neel Kumar (Akela Films)
Account Supervisor: Asha Balan van Veen (Saatchi & Saatchi)
Account Manager: Hema Patel (Saatchi & Saatchi)
Arabic Copywriter: Mary Fadel (Saatchi & Saatchi)
Media placement: Ambient Oven Gloves - Parked Cars - 1 July 2011
Describe the objective of the promotion.
To talk about how the Dubai Metro offers a convenient, comfortable and cool alternative method of transport during the summer months when there are temperatures of 45 degrees and upwards.
Describe how the promotion developed from concept to implementation.
We found a truth: the cars of Dubai become like ovens. We thought, why not remind people
of this fact by providing oven gloves for drivers of cars, grabbing their attention in a dramatic
fashion by reminding them a) how hot their cars are b) that the metro is a cool 20 degrees
Celsius inside when you step on board.
Explain why the method of promotion was most relevant to the product or service.
What better way to deliver the message of how hot your car is than an oven glove? When every surface of the transport you've decided to take is so hot it will burn your skin, it provided the perfect opportunity to talk about our cool Metro.
Describe the success of the promotion with both client and consumer including some quantifiable results.
During the summer months that this campaign ran, usage of the metro increased 3%, proving our message contributed to the popularity and image of the Dubai Metro.