DORCO’s “CHANGE UP” Campaign Wins Two Golds
at WOW Awards Middle East 2025
Recognized for “Mall Activation/Promotion of the Year” and “Integrated Marketing Program of the Year”
DORCO’s ‘CHANGE UP’ campaign, created in collaboration with Cheil MEA, was honored with two Gold Awards at the WOW Awards Middle East 2025, one of the region’s leading marketing awards. The campaign won Gold in two categories, ‘Mall Activation/Promotion of the Year’ and ‘Integrated Marketing Program of the Year.’
The WOW Awards is Asia’s largest business recognition platform for Experiential Marketing, MICE, LIVE Entertainment, and Wedding Industry. In 2025, it was held in the Middle East for its 3rd edition. This honor highlights DORCO and Cheil MEA’s marketing strategy and strong execution. The campaign’s consumer-centric experiential marketing and integrated communication strategy were the key drivers behind this award.
Centered on the ‘DORCO PACE 7’ product, the ‘CHANGE UP’ campaign ran across the UAE from July to December 2024. By seamlessly integrating online and offline channels, the campaign maximized consumer engagement.
In collaboration with Fitness First, the campaign organized various online and offline activations, distributing 5,000 product samples across 24 clubs and hosting the 30x30 Fitness Challenge roadshow. These efforts successfully encouraged spontaneous participation from both members and the general public, earning highly positive feedback from local consumers.
In addition, the campaign maximized offline brand exposure through OOH advertisements placed across major communities, key urban areas and large shopping malls throughout Dubai. On Instagram and Facebook, a digital campaign was carried out using brand films and influencer content to deliver a consistent brand experience.
As a result, DORCO’s official social media channels achieved over 50 million impressions, 12 million reach, and more than 890,000 content engagements. This campaign delivered outstanding results in boosting brand awareness and consumer engagement.
DORCO will continue to expand customer touchpoints through integrated marketing activities that connect online and offline channels.