Dubai - Pikasso - Win The Yellow - Leo Burnett MENA

Bronze - Media - Dubai Lynx 2011 Results and Effectiveness: The result was surprising and surpassed all expectations. Over 22000 people visited the microsite in 9 days. Over 2000 pictures were submitted and judged by a panel of the best professional photographers. The network was sold out for the rest of the year. Pikasso has since opened two more mall networks, with more on the way. Creative Execution: The creative strategy was all about the simple messaging on several media platforms simultaneously informing people about this great event. Illustrations and teasing headlines were used in large outdoor formats. Imaginative animation and witty copy for smaller formats that were on pedestrian traffic. We wanted to engage people via an informative yet amusing campaign. People were interacting and reacting to the various messages on the mall network at the early stages of the competition; and eventually using the mediums as objects for their hopeful entries. We showed an exciting and informative reel on LCD panels, and used the remaining panels to display the rules and regulations of the competition. We even gave a helping hand, but positioning yellow props all over the mall. A facebook page helped update our people, and a micro-site was developed to have all our yellow amateur photographers submit their entries. Insights, Strategy and the Idea: Pikasso is the leading outdoor media supplier in Lebanon. Their signature line, yellow and everywhere. Pikasso established the first mall network in the largest mall: City mall. The objective was to create a campaign to attract advertiser to the CityMall network. We promoted the indoor campaign using the outdoor Pikasso networks. In order to engage people and have advertisers take notice, we created a photographic competition, where all you had to do to was shoot anything yellow and you could win. There was one rule: it had to be inside the mall. It seemed appropriate to offer up as a prize a yellow Fiat 500. Outdoor visuals were created on various networks to convey the competition, then once inside the mall, the audience engages with the messages. This synergy in media allowed us to funnel a much larger audience to CityMall and prove the comprehensive efficiency of the networks. Leo Burnett MENA http://www.leoburnettmena.com