Brand | THE BOX |
Product/Service | MOVING COMPANY |
Entrant | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
Category | Consumer Services |
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 |
Mohamad Oudaha |
Leo Burnett Dubai |
Creative Director |
Nabil Rashid |
Leo Burnett Dubai |
Senior Copywriter |
Dima Kronfol |
Leo Burnett Dubai |
Senior Art Director |
Rayane Smayra |
Leo Burnett Dubai |
Agency Producer |
Nicholas Chidiac |
Leo Burnett Dubai |
Planner |
Editing Company |
Muddville Dubai |
|
Bechara Mouzannar |
Leo Burnett |
Chief Creative Officer |
Elsi Ghassoub |
Leo Burnett |
Media Coordinator |