Admiral AC - Fur Thobe Activation

In-strore activation to launch the most powerful window AC in Saudi Arabia.

Agency: Impact BBDO, Riyadh
Client: Admiral
Title: Fur Thobe
Year: 2004
Brief:
To launch the most powerful window AC in the hottest place in the world.
 
Solution:
Research showed a high-incdence of in-shop decision making regarding brand choice, so the product placement area was chosen as an effective site.
To make sure a foreign brand achieved immediate cultural fit.. A creative technique called 'alter the familiar', in this case a local traditional Saudi outfit called 'Thobe'. Generally light cotton made for a hot desert country - was created in a never-seen-before version: a FUR Thobe, implying the necessity of high protection when temperatures dropped because of Admiral AC.
 
Results:
Immediate message understanding followed by high recall, leading to sales at a much higher level than projected and an out-of-stock situation. For the first time in recent memory, AC unit deliveries were made based on a waiting list of customers
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