2012 Winners & Shortlists

Results and Effectiveness

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.

Creative Execution

Two related 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. Providing viewers with the ability to switch back & forth between commercials with a simple click, the commercials demonstrated just how simple it is to move with The Box. The message at the end of both commercials is: Moving homes is now as simple as switching channels.

Insights, Strategy and the Idea

The Box is a leading moving/storage company in the United Arab Emirates 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. 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 are moving to newer & more spacious homes. Although moving to a new home is a stressful and time-consuming experience, our objective was demonstrate just how simple it can be.