Commerce & Shopper: Experiential Shopper Marketing

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2021 SILVER

Kings of the Road

For the first time in decades ExxonMobil Egypt pays due tribute to Egyptian truckers that occupy 80% of their business through the Delvac brand and it's sub-brands. This tribute didn't just change the public sentiment towards truckers but it evoked a sense of empowerment and pride that made our core segment love the brand that appreciates and understands them. This positive feeling has lead the drivers to love the brand more and choose Mobil Delvac for their trucks.

Brand: ExxonMobil
Client: Exxon Mobil
Agency: IMPACT BBDO CAIRO
Language: English

2021 BRONZE

Who’s Your Cabbie

RTA Taxi drivers continued to serve Dubai city during the lockdown. When the lockdown lifted, they became “faceless” behind masks like everyone else. But they were also “nameless” with people addressing them by terms like “Boss”, “Taxi”, “Cabbie”, “Mister” etc. It was important to acknowledge their contributions and lift the cloak of “invisibility” off of them. So RTA changed the “Taxi” magnets atop taxis across the city to display the drivers’ names. Thereby giving them a sense of respect. And improving customer-driver interactions, starting with addressing drivers by name.

Brand: RTA
Client: RTA
Agency: VMLY&R (Dubai)
Language: English