2011 Winners & Shortlists

Brief Explanation

No budget. Tight timeframe. Objectives were to maximise click-thru's from unsolicited email campaign for strongest awareness possible.

The Brief

To announce our new office move to prospective clients (and existing clients) in the digital space with something simple, engaging and memorable.

How the final design was conceived

Abu Dhabi is notoriously difficult to navigate. Roads sometimes have multiple names, and street numbers are unreliable/keep changing. The best way to communicate a location is to send a map. But we didn't just want to send a map - we wanted to make a connection with the experiences Abu Dhabi residents have every day. Hence the interactive TBWA "maze map" idea.

Indication of how successful the outcome was in the market

Unsolicited Emailer sent to 250 people. We achieved: An Open Rate - 55.7% (54% achieved within the first 24 hours) A Click Rate - 43.7% (42.5% achieved within the first 24 hours) A Bounce rate - 1.7% Closest comparable industry standards: Creative Services/Agency Open Rate: 24.64% Click Rate: 3.08% Bounce rate: 3.39% When compared with the number of people sent to: The EDM scored an open rate of 235% When compared with the open rate, The EDM scored a click rate of 112% 180 positive responses direct to the “reply address”. Hopeful some of these will turn into new business leads – but very early days in the campaign.