2012 Winners & Shortlists

The Brief

Out of 8 million people living in the UAE, 7 million are expatriates. And with property prices plummeting more than 50% since the recession, millions moved to newer & more spacious homes. Moving to a new home is a stressful and time-consuming experience. The Box is a moving/storage company that prides itself on offering people peace of mind. Our objective was to demonstrate how easy and worry-free it is to move with The Box.

Creative Execution

Moving homes is always an exciting experience and tremendous trust is required when handling personal goods. By providing viewers the ability to switch back & forth between commercials, an immediate bond was created between our audience and our client. The Box was able to reflect an image of a compelling and clever organization that provided creative solutions to all their clients.

Describe the creative solution to the brief/objective.

Two different commercials ran simultaneously on two different channels, giving viewers the ability to move back & forth between commercials. On one channel, employees packed furniture into a box. On the second, the same employees unpacked the furniture into a new home. On both spots, viewers were prompted to switch to the other channel to continue the commercial.

Results

With the campaign still underway, tremendous results were achieved after only 2 weeks of airtime. Reaching an audience of over 1 million viewers, a direct response was accomplished by people instantly switching channels. THE BOX call center recorded a hike of 22% in demand. Traffic to the website has also increased by 40% since the duration of the campaign. Average numbers of unique visitors per month has doubled in only 2 weeks.