The document provides details of various marketing campaigns conducted by an advertising agency. It describes campaigns for properties like World Trade Residence, brands like Carpet Land and Koleston hair coloring, and initiatives like Nestle weekly cookery classes. For each campaign, it outlines the task, creative strategy, execution details, and results achieved in increasing sales or brand awareness. The document showcases the agency's work across different client projects in Dubai and the region.

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Some of the work done during my
tenure in Dubai …

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Asteco
• The Task
– Launch World Trade Residence a premium lease hold property
and make it stand out in a highly cluttered property market
• The Creative Strategy
– Develop a campaign that gets noticed in the high property ad
clutter, try and involve the target to take action
• The Creative Execution
– A set of teaser ads that highlight the property name and features
to generate curiosity and launch ad with a new innovative 3D
concept
• The Result
– Over 60% of the property is sold before the demolition of the old
building

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Teaser 1 – Reveals the property name
Gives a contact telephone number to
start generating leads

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Teaser 2 – Reveals the property name

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Teaser 3 – Reveals the property name

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Teaser 4 – Reveals the property name

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First ever 3 D Launch ad
Front page
Ad carried a stick on 3 D glass for viewing
the ad.
If you have a 3D glass use it the building
will rise from the screen

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3 D Launch ad back

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Carpet Land
• The Task
– Carpet Land offering increases over the years. The advertising
done in the past does not reflect the large range furnishings
available at the store
• The Challenge
– How to show case the range of floorings and furnishings, so as
to bring alive the wide options available at the outlet, without
major photography and set costs
• The Creative Execution
– Use the showroom display of floorings and furnishings in a
creative way in the new campaign
• The Result
– The campaign increased foot falls and sales for the 3 ranges
showcased in the campaign i.e. – Western, Classic and Retro
styles

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Some of our other clients works…

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First time a colour wrap
used in UAE to launch
“Morning”
A Yogurt & Cereal Drink

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Aids day press ad

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Aids day press ad

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Brand Activations done…

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Koleston Hair Colouring
How to reach the consumer and get
them to try the new colour of the
season?

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2004 The Problem
• L'Oreal the market leader, popular among beauticians
and woman consumers
• Wella Koleston and Viva in spite of good quality and
better pricing, shelf off take is low
• The Task
• To get Asian and Arab consumers to switch to Wella hair
colourings
• Promote the new Brown colours introduction during the
summer of 2004 and generate trials/sales

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The Execution
• Agency identified young smart ladies with long hair to be
promoters for the 4 week promotion
• Agency ensured that each Promoter was trained by
client’s technical team about hair and how their product
worked without damaging and what made the colour get
locked in the hair
• Each promoter was given a new and specially designed
smart uniform to promote the brown colours
• Special on shelf displays and kiosk stands in key outlets
were placed to gain visibility
• Nationality of Promoters were selected keeping the
outlet profile in mind

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Arabic Profile Key Outlet

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European Profile Key Outlet

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Asian Profile Key Outlet

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Indian Profile Key Outlet

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The Results
• Post training, each Promoter coloured her hair in the
season’s brown colours on her own initiative. This
helped as they became live demonstrators of the product
and the colours
• The displays were done to dominate the hair care
section of each hyper market
• 50 key L'Oreal strong outlets were covered on a rotation
basis during the promotion
• Sales at each outlet went up by 35% to 42% during the
promotion
• Client makes season colours promotion a regular activity
using Agency as the partner.

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Hair Colouring Range
Reaching influencers –
The beauticians to bring alive the
product application and
usage technique…

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Background
• L'Oreal the market leader in the hair colouring segment
has a strong base with the beauty parlors
• L'Oreal Beauty Club set up to keep the influencers
engaged with regular hair colour and styling work shops
conducted at the beginning of every season
• The Problem
• Getting quality models that are willing to get their hair
coloured and styled repeatedly for the different shows
• To provide European and Arab models with long hair
willing to travel across the region for the shows

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Execution
• Agency was sensitive to the fact that hair cannot be
coloured repeatedly to look fresh and bouncy.
• Agency was concerned that the target were specialists
and using the same model across 9 shows would effect
the product presentation and end result
• Agency recommended using 15 models, so that each set
of 5 models get a gap of 10 days post demo, for the hair
to come back to normal
• The rotation model works wonders for the product
presentation among target
• Agency appointed official supplier for models for future
workshops

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Some hair styles done at the shows

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In brief
• Jim Beam Brand Character-
• American, Rebel with a cause, a Harley Davidson feel
• The Concept –
• Buy a shot of Jim Beam – get a scratch card – scratch and win
instant gifts, to generate trials at Pubs and bars
• What we did –
• Targeted high profile pubs and bars to induce switches from
Black Label the preferred brand among consumers
• Promoters in leather gear visited multiple outlets in an evening
to interact with consumers and influence them to try our brand,
with incentive of gifts
• Result-
• 30 to 90 shots sale - every 1 hr of promoter presence

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Jim Beam
HORECA

42. Drakkar Noir Launch Tagss

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Nestle weekly cookery class

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Nestle weekly cookery class

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Thank You