2015 Winners & Shortlists

CUTTING THE COST OF FREE

BrandKAHRAMAA
Product/ServiceTARSHEED
EntrantMEMAC OGILVY & MATHER Doha, QATAR
CategoryNon-Fiction: series or film
Entrant Company MEMAC OGILVY & MATHER Doha, QATAR
Contributing Company MEMAC OGILVY & MATHER Doha, QATAR
Production Company PRODUCTION AND BEYOND Doha, QATAR

The Campaign

Not many brands in Qatar have exploited branded entertainment as a form of communication. However many social influencers are using entertainment on their own channels, presenting an excellent opportunity for us as a brand.

Results

Challenge: To empower all people in Qatar, especially Qatari Nationals to make their homes, workplaces and lifestyles reflect a sustainable, efficient and environmentally friendly nation. Objective: Through information, awareness, encouragement and practical lifestyle suggestions, encourage Qatari Nationals to reduce their daily consumption of water and electricity during the Holy Month of Ramadan. Strategy: People are tired of being lectured and told what not to do. Humor was an impactful vehicle in which to transmit our message, since despite what some people might think, Qatari people are definitely capable of laughing at themselves. We made them realize the error of their ways by pointing things out in an entertaining manner. Execution: A popular Qatari comedian was selected to front the campaign and a very fun and vibrant look and feel was used consisting of illustrations and quirky cartoons.

As soon as the campaign launched, we saw a huge surge in online engagement. Both English and Arabic hashtags were quickly picked up by our audience. The content itself was so entertaining and sharable that people felt compelled to like, comment or share with their friends and family. In addition, the TVCs also featured a daily competition question, which encouraged viewers to engage with us online and get involved in the campaign, answering the question of the day and using the hashtag provided.

The purpose of this campaign was to educate Qatari Nationals on the importance of energy efficiency, subsequently decreasing per capita consumption. Meeting this objective was particularly complex, as Qatari Nationals are entitled to free electricity and water. In spite of this challenge we still have managed to obtain great results: In just one month, the campaign reached 150,000 YouTube views, which is the equivalent to half of the Qatari population. It also achieved a fan base growth of 700% on Facebook and 300% on Instagram, and most importantly, succeeded in decreasing energy consumption by 8% among our target audience. The client was pleased as the campaign received positive feedback, and succeeded in meeting the objectives and setting a path for a more sustainable future in the state of Qatar.

Credits

Name Company Role
Flavio Zanni Memac Ogilvy/Mather Creative Director
Anneka Connor Memac Ogilvy/Mather Group Account Director
Lamia Khatib Memac Ogilvy/Mather Copywriter
Wissam Feghali Memac Ogilvy/Mather Sr. Art Director
Mohamed Kabeil Memac Ogilvy/Mather Social Media Manager