The agency walked off with top honours in the ‘best engagement’ category for Olay’s ‘Eyes Of Arabia’ campaign, which previously won gold for Wunderman at the Dubai Lynx.
The campaign was based around an online beauty pageant that celebrated the beauty of eyes in order to promote Olay’s new skin cream among Arab women. A total of 82,155 women took part in the pageant, with the number of visits to the Olay Arabia brand website increasing by 806 per cent during the campaign.
Talking of the win, Rami Saad, head of digital at Starcom MediaVest Group (SMG) Dubai, said: “There are plenty of reasons for us to take pride in the resounding success of Olay ‘Eyes of Arabia’. On the one hand, it reflects the consistent quality of talent we house at the agency, as demonstrated by regional and international acclaim. On the other hand, it clearly shows the courage clients like P&G display while pursuing initiatives that are meaningful to women in the Middle East. The power of social media has truly shone in the Middle East. If we can create movements to influence socio-political change then we can definitely capitalise on the media to create movements for brands.”
Michelle Tam, digital account manager at SMG Dubai, added: “It is such an honour to have clinched this award for the agency, the client and the region. We approached a challenging yet interesting subject in a culturally sensitive way that highlighted Olay’s product benefits, basing that on the core insight that Saudi women express themselves through their eyes. The efforts of creativity, cultural relevance and integration in a cross functional setting are bearing fruit, as this achievement would not have been possible without the teamwork and collaboration with our Publicis Groupe sister agency MS&L, who worked with us hand in hand to take the campaign from an idea in a brainstorming session, to the celebrated success it is today.”
The Festival of Media in Switzerland recognises excellence in media thinking around the world. MediaCom was named global network of the year.