Past Winners

2010 Winners & Shortlists

2010 Direct & Sales Promotion

DUSTVERTISING

Grand Prix

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ClientBP/CASTROL
ProductBP VISCO ENGINE OIL
EntrantMEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES
Type of EntrySales Promotion
CategoryEvent/Field Marketing & Alternative Media
TitleDUSTVERTISING
Product/ServiceBP VISCO ENGINE OIL
Entrant Company:MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES
DM/Advertising Agency:MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES

Credits

The Brief

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.

Results

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.

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