First contact with the delegates was made via an outdoor campaign erected the day before the conference where we hi-jacked main routes, including roads to/from the airport. Delegates staying at the conference hotel received morning papers with an OMD branded sleeve. We created an advertising opportunity in the toilets by executing a witty sticker campaign above the hand driers and men’s urinals (few women can attend conferences in Saudi Arabia).

Since the billboards were provided for free by a contractor, our costs were actually very low, with no comparison to the sponsorship fee paid by our competitor. It all paid off when delegates, our competitor and their clients attending the conference remarked on how clever our campaign was. We look forward to this year’s new business figures!