2011 Winners & Shortlists

Results and Effectiveness

As a result, all of Saco's online visitors became aware of earth hour & Saco's commitment to environmental responsibility and more importantly more than 70% committed to joining Saco in switching off their lights for earth hour.

Creative Execution

Given that we wanted to target current customers, the best channel to reach them was the Saco website which has more than 7,000 visitors a day to reach Saco's current customers. We decided to switch off the lights on the homepage and allow customers to navigate through the page using one of Saco's energy saving products: a battery powered lantern or flashlight. We then told them about Earth hour and asked them to join Saco in supporting the initiative by switching off their lights on March 27th 2010.

Insights, Strategy and the Idea

Saco is the largest hardware store in the region and a well known Saudi institution. Saco offers many energy saving products and to demonstrate and raise awareness of its environmental responsibility, SACO wanted to participate in earth hour 2010. Given that KSA 's knowledge of earthhour is minimal, we thought that we would start by raising awareness with Saco customers first. To showcase their commitment to the environment we decided to use their website, which has 7,000 visitors a day, as a tool to convey our message. We educated our customers about earth hour and asked them to join Saco in the intiative to support earthhour. Not only did we demonstrate Saco’s environmental responsibility but also educated Customers and enabled them to support the initiative with a number of Saco products.