Winners & Shortlists - 2010 - Direct & Sales Promotion

Advertiser	BP/CASTROL
Product	BP VISCO ENGINE OIL
Entrant	MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES
Type of Entry:	Sales Promotion
Category:	Event/Field Marketing & Alternative Media
Title:	DUSTVERTISING
Advertiser/Client:	BP/CASTROL
Product/Service:	BP VISCO ENGINE OIL
Entrant Company:	MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES
DM/Advertising Agency:	MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES
Creative Credits

Name	Company	Position
Till Hohmann	MEMAC Ogilvy & Mather Dubai	Executive Creative Director GCC
Robin Smith	MEMAC Ogilvy & Mather Dubai	Creative Director
Gary Rolf	MEMAC Ogilvy & Mather Dubai	Art Director
James Bisset	MEMAC Ogilvy & Mather Dubai	Copywriter
Mark Cruzem	MEMAC Ogilvy & Mather Dubai	Designer
Gregory Richmann	MEMAC Ogilvy & Mather Dubai	Production Director
Sukesh Babu	MEMAC Ogilvy & Mather Dubai	Production Manager
Richard Woodward	MEMAC Ogilvy & Mather Dubai	Client Business Director
Mark Jordan	MEMAC Ogilvy & Mather Dubai	Account Manager
Jayakumar Natarajan	BP/Castrol	Channel Development Manager

Describe the brief from the client:

BP Visco has a unique proposition; It keeps your vehicle’s engine up to 30% cleaner than ordinary lubricants. Our brief was to highlight this message in a way that directly targets all UAE motorists and achieves standout from the many other brands. While “30% cleaner” applies to what it does inside the engine, our strategy was to bring this unique selling point to life on the outside, in a way that would capture the imagination of our target audience.

Creative Execution:

80% of the UAE is desert, so the cars are perpetually covered in a layer of sand; a fact that every motorist knows all too well. This provided us with a public canvas with which to display the perfect visual representation of our Visco’s unique selling point. All that was required was to “clean” the engine and our message on the ideal medium – the bonnet of the car itself. This campaign exploited a powerful regional insight and cleverly avoided the usual expensive media channels and strict municipal regulations to communicate directly to our target audience.

Describe the creative solution to the brief/objective.

With the UAE covered in desert, cars get dirty in no time. We created a large stencil, allowing us to brush clean the silhouette of an engine and our message on to dusty vehicles. We stenciled car bonnets all over Dubai. Turning vehicles into eye-catching mobile billboards, displaying an exact visual representation of BP Visco’s USP. The cars were both parked and driven en masse in high footfall areas all over Dubai. In the same locations, stenciled fliers were placed on car windows of other motorists offering them 30% off their next Visco oil change.

Describe the results in as much detail as possible.

For a campaign that cost just a few hundred dollars, the return on investment was immeasurable. We got out on the street and spoke directly to our target audience. The responses and reactions were sensational. The inspired creativity got consumers talking – and the unconventional medium meant that, without fail, everyone needed a double take.