Cannes Lions

LAPTOP

UNIVERSAL MEDIA, Dubai / ACER E.G / 2008

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Overview

Entries

Credits

Overview

Execution

We sourced 60,000 identically coloured, similarly sized stones, total weight one tonne, and delivered them to the offices of Gulf News. Each stone was packaged into a plastic bag together with a mini-brochure about the Acer Aspire Gemstone.We attached them by hand to the paper as it came off the printing presses in just two hours to ensure that Gulf News didn’t miss its distribution slot.

We used press as an experiential marketing medium, delivering Acer’s new campaign concept of “Feel” direct to the target market.

Outcome

Footfall in retailers hit record levels as consumers turned up to see the new product. A planned follow-up print campaign was cancelled as Acer ran out of stock for the first-time ever.

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