What does a lie detector reveal about car owners?

In Dubai, shopping mall activations are everywhere, especially in hotspots like the Mall of the Emirates and Dubai Mall. With so many distractions, getting shoppers to engage with a brand can be tough—but not impossible.

Our activation did just that, drawing long queues of people eager to be hooked up to a lie detector, all for a chance to learn what it reveals about their driving habits. And it didn’t just catch the attention of mall-goers. The campaign won the HSBC Campaign of the Year Award 2014, marking the first time a MENA-based campaign claimed the global honor. It also picked up two Silver MENA Cristals (Media & Banking) and a Bronze European Cristal (Media).

This idea was brought to life with creatives Reema Chandhok, Catherine McManus, and Lianne Rivett.

Watch the case study.