2014 Winners & Shortlists

The Brief

As the world said goodbye to 2013, we at Alnowair wanted to come up with a novel idea to say farewell. People mostly seem to look forward to the New Year, make resolutions, set goals, but we wanted them to reflect back on the year gone by positively, and step into the new year with a more positive mindset.

Describe how the promotion developed from concept to implementation

We put up a special wall at a very popular mall (360 Mall) and left 2013 empty spots on it. We then asked the visitors to think of things that went well for them the past year, write them on a sticker and post them on the empty spots on the wall. All 2013 different posts when stuck completed a 5 meter artwork that read “2013”. Each person who shared his or her reason for 2013 being a good year got a wrist band, a reminder to focus on the things that went well.

Describe the success of the promotion with both client and consumer including some quantifiable results

The results were amazing. The wall took a total of 3 days to fill up completely, 2013 different people shared 2013 different things that went well for them in year 2013. The posts were about graduating, new cars, new friends, getting married etc. The wall became the talk of the town during the new year. The social media was buzzing with Tweets, Instagram, Facebook posts, the event was featured on blogs, newspapers and television channels, all testimony to the fact that people love optimism, proving that a positive attitude can bring us all together.

Explain why the method of promotion was most relevant to the product or service

Every new year, we think of new resolutions, we set new goals but seldom do we look back and think of what went well. Through this activity we encouraged people to reminisce things that went well for them the past year and share their experiences on the wall. The engaging activity created a positive mood not just among those who thought of and wrote what went well for them in 2013 but also for those who read what the others wrote.