In Dubai, shopping mall activations are everywhere, especially in hotspots like the Mall of the Emirates and Dubai Mall. With so many distractions, getting shoppers to engage with a brand can be tough—but not impossible.
Our activation did just that, drawing long queues of people eager to be hooked up to a lie detector, all for a chance to learn what it reveals about their driving habits. And it didn’t just catch the attention of mall-goers. The campaign won the HSBC Campaign of the Year Award 2014, marking the first time a MENA-based campaign claimed the global honor. It also picked up two Silver MENA Cristals (Media & Banking) and a Bronze European Cristal (Media).
This idea was brought to life with creatives Reema Chandhok, Catherine McManus, and Lianne Rivett.
Watch the case study.