2013 Winners & Shortlists

Results and Effectiveness

Response to the campaign broke all past benchmarks! - A record number of 935 submissions - an increase of 36%. - Entries from SMEs & NGO entries rose significantly by 54.6%, while large organizations increased by 13%. Over 101 entries from 6 continents were received from Global High Schools for the new category. -Twitter followers increased a whopping 276% from 2,553 to 9,595 within 10 weeks of campaign. Sustained advocacy drove the twitter following tenfolds to 22,300 until the awards ceremony -Visitors to the website during 2 months of campaign increased to 65,472 of which 83% were new visitors.

Creative Execution

Approach – ‘Influence the influencers’. These are ‘ideas people’ solving world energy problems. Strategy - Piggyback and leverage their social sphere to accelerate our messages using ‘select and connect’ integrated digital platforms. Twitter - Followed industry thought leaders in sustainability. Drove submissions via promoted tweets. Leveraged feeds of past jury and winners to reach their followers. E.g. Leonardo DiCaprio (Past Juror) tweeted to encourage youth entries Linked-in - Custom targeting amongst renewable energy Thought Leaders Facebook - Engaged with students and teachers interested in ‘green living’ Google - Contextual targeting and re-targeting through sustainability related ad words Targeted Emails – Opt-in database of renewable energy professionals & NGOs Sustainability bloggers – Outreach to drive advocacy by providing content from ‘ZFEP Innovators Hub’ showcasing technology innovations and impact made by past winners Display - Campaign on renewable energy networks. Flagship Clean Tech & Renewable Energy news portals - Countdown banners

Insights, Strategy and the Idea

Background: The Zayed Future Energy Prize is awarded to individuals and organizations that make a significant contribution in the global response to the future of energy. Candidates enter for the prize in five categories Challenge: • Break all past records for entry submissions and make the Prize the biggest ever! • Influence a diverse audience in over 85 countries:  Clean Tech and Renewable Energy Community, Business Decision Makers, Academia, High School Students, NGOs, Policy Makers & Opinion Leaders, Stakeholders and Media • And do all the above within a very limited budget Insight: The daunting task of targeting a diverse audience and significantly increase submissions led us to deep dive and discover that completing entries was a laborious and time consuming process. This led to drop-outs and limited the overall numbers. It was imperative to generate authoritative conversations/WOM and assertively influence an increase in submissions and completed entries.