Commerce & Shopper: Experiential Shopper Marketing
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2021 SILVER
Small Business Drive
How do you sell a car built for urban exploration in a city where there's little left to explore? Lexus needed to launch the UX — a tiny SUV built for urban exploration. But the world's most expensive property market pushed interesting places to the brink. 'Small Business Drive' connected drivers craving to explore with small businesses waiting for discovery. A personalised test-drive drove prospects to hidden gems that matched interests. The innovation put Lexus into a top 3 market position and was opened up for other brands to join.
Brand:
UX
Client:
Inchcape Group
Agency:
TBWA Hong Kong
Language:
English
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