2011 Winners & Shortlists

The Campaign

The Campaign had a simple objective. The objective was to take the enormity of the environmental challenge and empower the individual with a simple action that they can take to make their own contribution. The structure of the copy talks about the specific location of the advertising (i.e. the airport) and describes how if everyone walking past the ad today were to do X it would result in Y. By making the message specific to the geography and the action not only simple and hugely visual, but also interactive, we felt we were able to engage more readily with individuals. We felt this approach contrasted with the sort of 'worthy' communication which we all encounter on the subject of the environment where, although we might recognise the validity of the message, we’re left with the sense that its speaking more to someone else than it is to us as individuals.

Success of the Campaign

In terms of measurable success amongst consumers, clearly it is difficult to prove a direct link between the communications and how much electricity, water or CO2 omissions they went on to save. As such, most of the feedback is anecdotal. - Airport staff hailed the campaign as the most innovative piece of communication that had ever appeared in the airport. Mr Shadi Al Refaee, who heads up media side of the airport’s operations, said "this is an exceptional campaign - time and time again I’ve witnessed our customers stopping, interacting and I sense really soaking up the messages. In fact, I’ve seen numerous people wanting to pause and be photographed next to things like the light bulb!" - The campaign generated huge PR coverage in the national press and news channels. - The client has elected to roll the campaign out further, into a number of malls and offices throughout 2011.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The campaign was launched using a burst strategy with all of the media being installed during a very challenging 24 hour period. One day there were no references within the airport; the next is was swamped with a variety of innovative media such as the instillation of the giant light bulb. In terms of the media used it consisted of: - Digital: access free wireless, by answering environmental questions. - Poster installations: Giant 3D switches and taps - One-Off installations: Giant light bulb with interactive switch - TV: Used in a way that reflected the 'mute' requirements, and also the nature of the monitors being sequential within the airport - Leafleting: Produced on re-cycled paper, these gave our consumers tips that they could take away. - PR Campaign: the campaign attracted massive PR coverage in both press and broadcast media throughout the Emirates.