Dubai has been built in a bubble of bling and those most affected are the younger generations. It's the external appearance that really matters to them-particularly their cars. When their car shines, they shine.

To attain credibility we realised that we would have to avoid traditional media, so we focused on the perfect metaphor of this new product innovation - the car wash.

We transformed car washes nationwide into huge 3D mouths. By driving into the car wash, youth across Dubai took a journey into a larger than life, inner mouth cleaning experience. They saw first hand the magic of this new technology, and were able to experience the unique transformation of gel into foam.

10 lucky winners got the chance to win free car washes for a year. Announcers in social magazines and radio jockey mentions on Dubai's hippest stations drove thousands of our youth to the Iso-Active stations.

Exceeded annual sales objective by +25% in just four months.Over 36,000 (18-29) visited our car washes spending on average about 15 minutes per visit.Racked up PR value worth US$125,589.Overall the quality time with our consumers cost us US$1.30.Competitive has created a consumer database - which we now use for direct marketing (online and mobile).