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Power Trophy Challenge

Power Trophy Challenge | The Power Trophy event | GMASCO
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headlinecnen
Headline:

Salute the winning spirit
Copy:

Be the fastest to 'Drive Five Screws into Wood' and win Shopping Vouchers worth Dhs 10,000.
basics
Industry: Electronics & Audio-Visual
Media:Print
Published:2003
Market:Dubai, United Arab Emirates
Language:English
Style: Minimalism
descriptioncnen
One of the biggest challenges in the UAE for Black & Decker as a brand when it comes to a Do It Yourself category like power drilling screws into a wall like a painting is the sheer inertia - being seen as a boring domestic chore.



We created an interactive event idea along with the brand to put the excitement and the 'Power of DIY' back into the hands of our UAE consumer by inviting them to a challenge: To drill 5 screws into blocks of food in the fastest possible time.



A unique concept supported by a powerful 3 part visually rich campaign that used the theme of the Olympics to drive home its idea of DIY being a sport - not a chore! Our visual ideas: Using screws in the form of a podium, torch and Olympic Rings...

Gold: Dhs 5,000 / Silver: Dhs 3,000 Bronze: Dhs 2,000

27th December 2003, 10am - 10pm

Level 1, Centre Court, Deira City Centre, Dubai

Unit: Black & Decker Power Trophy UAE 2003
credit
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Other credit:General Managers: Frits Bayle/ Tim Mousell
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