2015 Winners & Shortlists

Results and Effectiveness

Eight hundred copies of the calendar were sent out to a prominent list of media executives, they proved so popular in the offices we received requests for more. Due to this unforeseen demand we reproduced 400 additional copies. Today, a total of 1200 calendars on desks are proudly displaying National Geographic Abu Dhabi’s diverse range of TV shows.

Creative Execution

Given our niche target, we needed to use a direct message that would be more than a one-off opportunity. It would communicate National Geographic’s diverse content during its relevant airdates, and keep the channel top of mind. Providing the calendar as a media execution became a useful, fun and permanent ambient ad space on media executives’ desktops that continually portrayed our message.

Insights, Strategy and the Idea

Media buyers perceive National Geographic Abu Dhabi as a channel that only offers wildlife programming. Our task was to change this perception and communicate the broad range of TV shows on offer all year round. We designed a calendar, useful to executives, and a great tool to portray our program variety over the year. Building on the National Geographic brand belief in ‘education through entertainment’, our calendar encouraged interaction as every month was an ‘assemble your own’ desktop model that represented a different TV show relevant to its airdate, and as a result could appeal to their media planning and buying.