2015 Winners & Shortlists

Creative Execution

Our offline campaign (TVC) was intrinsically linked to online, by asking people in the TVC to answer a new question every day, using the campaign hashtag via social media. Every day, following the reveal of the new TVC on Qatar TV, we published the videos to YouTube. We also engaged with people through Facebook and Instagram, encouraging dialogue and sharing of content.

The campaign objective was to encourage Qatari Nationals to reduce their daily consumption of water and electricity during the Holy Month of Ramadan. The campaign reached 150,000 YouTube views, which is the equivalent to half of the Qatari population. We also achieved a fan base growth of 700% on Facebook and a 300% on Instagram. However, what is most impressive and most important is that we succeeded in decreasing water and electricity consumption by 8% among our target audience. This incredible result was achieved in just one month.

The campaign objective was to encourage Qatari Nationals to reduce their daily consumption of water and electricity during the Holy Month of Ramadan. However, knowing that Qatari Nationals receive electricity and water free of charge it was going to be a real challenge to convince them to conserve resources that they weren’t even paying for. Even asking them to pay for these resources would have yielded little impact anyway, given the high net worth of this particular segment. We also knew that lecturing people or speaking in an authoritative tone would have fallen on deaf ears. We needed to speak their language. By enlisting the help of a well respected, high profile Qatari comedian who our audience could relate to, suddenly they wanted to listen to what he had to say. The communication was very natural and authentic, never pushy or trying too hard.