The annual MENA Effie Awards retook place last night, and a lucky few colleagues at Lovin Dubai got to witness 2019 campaigns that made a difference.
Around 2,000 marketing and advertising professionals attended the event on November 6 at City Walk’s Coca-Cola Arena, to witness who would gain recognition in the region’s marketing industry out of the 275 shortlisted entries.
The winner of the most significant award?
J. Walter Thompson, for its incredible campaign called ‘The Roaming Puppet’, done for the Saudi Telecom Company (STC). Naturally, other categories were also awarded, such as the ‘Most Effective Advertising Agency Office of The Year, or ‘Marketer of The Year’.
The roaming puppet and its subtle marketing of STC’s roaming data offers
The use of a famous Saudi comedy influencer, Ibrahim Basha, and tapping into that youthful Saudi humour while having a ‘roaming puppet’ follow the main characters around on different adventures around the globe was a really intelligent way of incorporating the offers of Saudi mobile network provider, STC, to its audience- the Saudi demographic.
The agency, J. Walter Thompson, seemed to really understand the market, by using a creative way of producing a two-season travel series about a couple of friends and adding in that comedic aspect of having ‘that one friend who couldn’t travel with’ actually still be part of all the adventures, adding to the connection of the initial marketing without making it too evident.