MIDDLE EAST
THE NINE 19
23 November 2008
5
The personal introduction, Wun-
derman Dubai
“One person can change the way you think k
6
Genie lamp, Spot On PR
Sent by courier, this genie-us (sorry) idea—a small incense-
holder style lamp–was sent out to remind journalists to attend the
about people,” coos the lemon-fonted legend on
ppress conference announcing Freej Folklore, the “largest Arab theatrical
this natty charcoal envelope. Yes – and that’s the e
pproduction of all time”, including the prehistoric era and 400,000 years
person who came up with the clever wheeze of
ffrom now. It’s immense and features, neatly, a genie character. I wish for
putting Bill Gates’ business card in this invite to
aa ticket, a ticket to the Atlantis…
the Microsoft founder’s first UAE summit. Think
of the unbridled joy to be had by flashing these
bad boys around Dubai’s glass-smiled networking ng
events and basking in the resulting glow of seeth-h-
ing envy. Except that this particular invitation onllyy
went out to 300 carefully-selected global CEOs,
and the 250 who rand the 250 who respondedesponded and att and attendedended w wouldould
nenever stoop to such childish acts. Media Week
wasn’t invitwasn’t invited. It’s Atlants Atlantis all ois all over er again.again.
7
Antique, JWT Dubai
AIG Memsa offers a range of insurance solutions, and this direct mailer was
designed to target a high net worth elite who might be interested in protecting
their possessions from the vagaries of clumsy butlers, mansion-to-mansion reloca-
tions and other calamities that befall the fabulously wealthy. An impressive 28 per cent
of recipients were so moved by the way the mailer illustrated the pain that is broken
possessions that they responded; we do not have figures for how many of those then
demanded to be sent an unbroken jug.
9
Smallest grreetineeting g
card, Noble Adver-
tising Dubaiai
A self-promo from
Noble, the smallest
greeting card was sent nt
out to mark the New
Year. It’s an attention--
8
Eraser, Leo Burnett Cairo
Free blackboard erasers. That’s the way to get our message into
classrooms, schemed Leo Burnetters as they cooked up this
grabber, and specific c
campaign aimed at the school and university demographic. They say: “A
to Dubai, playing on the the
blackboard eraser clearly demonstrates the dandruff removal benefit by
fact that—while otherrss
using an item that characteristically removes white from black.” We say:
in our fair hub favour r
It also implies teachers have dandruff, which is sort of funny. 500 bottle-
bombast and hyperbo-o-
shaped blackboard dusters were given out. The number of detentions
le—Noble was more,
meted out to students for coughing ‘snowstorm shoulders’ under their
well, noble. “In this land and
breath is not known.
of superlatives, we de-e-
cided to convey our tiny, iny,
insignificant regards
through the smallestt
greeting card in the
UAE,” read the copy. AwwwAwww.
Got some great direct mailers for us? Drop us a line The best responses
will be published in next week’s issue.
Email: peter.barton@engworldwide.com
www.mediaweekme.com
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