Brand | THE BOX |
Product/Service | MOVING SERVICES |
Entrant | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
Category | Use of Broadcast: TV, Cinema, Radio |
Entrant Company: | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
Advertising Agency: | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
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.
Credits
Peter Bidenko/Malek Ghorayeb |
Leo Burnett Dubai |
Regional Executive Creative Director |
Mohamed Oudaha |
Leo Burnett Dubai |
Creative Director |
Nabil Rashid |
Leo Burnett Dubai |
Senior Copywriter |
Dima Kronfol |
Leo Burnett Dubai |
Senior Art Director |
Rafael Rizuto |
Leo Burnett Dubai |
Senior Art Director |
Murid Rahhal |
Leo Burnett Dubai |
Interactive Designer |
Rayane Smayra |
Leo Burnett Dubai |
Tv Producer |
Nicolas Chidiac |
Leo Burnett Dubai |
Strategic Planner |
Jac Mulder |
Muddville Dubai |
Director |
Harry Jansen Rich |
Muddville Dubai |
Cinematographer |
Roy Batchanga |
Muddville Dubai |
Lighting |
Julian Cassia |
Cassia Music |
Music |
Mohammad Aram |
Leo Burnett |
Editor |
Bechara Mouzannar |
Leo Burnett |
Chief Creative Officer |
Elsi Ghassoub |
leo Burnett |
Media Coordinator |