DUBAI - MARVIN REVEALS ITSELF TO THE EMIRATES

THE CONCEPT

Marvin-decorated cars circulate downtown Dubai and Abu Dhabi, bearing intriguing messages that change daily, such as My friend Marvin says it's time to play... it's time to explore... it's time to relax... or... it's time to indulge. The invitation is to take time-out; experience some luxury; escape the daily grind – a philosophy synonymous with Marvin's belief: New time, new codes.

Young ambassadors hand out cards in busy areas of Dubai and Abu Dhabi. The messages, updated each day, invite people to tune in to selected popular radio stations to participate in an on-air contest to win gift vouchers and finally, on 18 November, discover Marvin Watches at Paris Gallery, and take part in a lucky draw to win a watch.

AN OVERWHELMING RESPONSE FROM MARVIN'S NEW FRIENDS

More than 350 kilometres are covered during the five-day promotion in Dubai and Abu Dhabi, with more than 55,000 cards distributed to enthusiastic recipients. Each participating radio station receives a daily average of 700 correct answers by sms. During the first four days, winners received 1,000 AED gift vouchers and on the last day, three winners each receive a Marvin watch.