Serviceplan Middle East together with Hive Innovative Group.

bagged the only Gold Medallion in the Middle East region following the announcement of the 2016 winners of the international AME Awards for the World’s Best Advertising and Marketing Effectiveness competition on 29 February 2016
The agency also had the most number of winning entries from the Middle East with BMW xWalk’s Out-of-Home installation winning in the Automotive category, and its Automotive and Online entries for the BMW i8 Challenge won a finalist certificate each.

With these wins, Serviceplan Middle East has substantially added to the Serviceplan Group’s total medal tally of four Gold, nine Silver and two Bronze Medallions, including four Finalist Certificates at this years’ AME Awards.

“With the BMW xWalk, we created an art installation at the Dubai World Trade Center that let everyone experience the benefits of the BMW xDrive without the need for an actual test drive,” says Moe Jawhar, executive creative director of Serviceplan Middle East, in a press statement.

“Using a stunning 3D optical illusion made up of 50,000 Xs mapped out on a grid of only 42 square meters, we demonstrated the BMW xDrive feel so that although the ground looked uneven, walking over it felt plain smooth. And to ensure the experience led to an actual test drive of the all-new BMW X6, we used a QR code to allow on-the-spot test drive registrations,” he adds.

The BMW i8 Challenge, on the other hand, was an online quiz, developed in cooperation with Hive Advertising Egypt, which demonstrated speed and performance in a region where the language is speed and performance. “The game must have struck a chord among our key target market as it was played around 10 times on average by more than 3,000 unique players, and up to 1,790 times by a user in Saudi Arabia,” says Jawhar.

The 2016 international AME grand jury, comprised of interactive and multidisciplinary marketers, planners, and creatives, awarded a total of 29 Gold Medallions Awards, 30 Silver Medallions, 21 Bronze Medallions, and 29 Finalist Certificates, in addition to one Grand Trophy and four Platinum Trophies to entries submitted from 17 countries on five continents.